As the 2026 World Cup approaches, LEGO has made a major impact by bringing together four global football icons: Cristiano Ronaldo, Lionel Messi, Kylian Mbappé, and Vinícius Júnior. The campaign is already a huge success on social media, with a video going viral within minutes.
For the occasion, the Danish brand is launching a new dedicated range, featuring collectible figurines of the four stars, along with a highly anticipated replica of the World Cup trophy for fans.
A massive marketing investment behind the campaign
Behind this impressive marketing move lies a colossal investment. According to Forbes Brazil, the cost of a single Instagram post from each player is staggering: Cristiano Ronaldo would earn around €3 million, Lionel Messi €2.25 million, Kylian Mbappé €740,000, and Vinícius Júnior €280,000.
🚨 𝗟𝗘𝗚𝗢 𝗔 𝗥𝗘́𝗨𝗡𝗜 𝗠𝗘𝗦𝗦𝗜, 𝗥𝗢𝗡𝗔𝗟𝗗𝗢, 𝗠𝗕𝗔𝗣𝗣𝗘́ 𝗘𝗧 𝗩𝗜𝗡𝗜𝗖𝗜𝗨𝗦 𝗗𝗔𝗡𝗦 𝗨𝗡𝗘 𝗣𝗨𝗕 𝗣𝗢𝗨𝗥 𝗟𝗔 𝗖𝗢𝗨𝗣𝗘 𝗗𝗨 𝗠𝗢𝗡𝗗𝗘 ! 🏆🤯
Casting LÉGENDAIRE. 🤩
🎥 LEGO pic.twitter.com/IJvmyxvWN1
— Actu Foot (@ActuFoot_) April 2, 2026
In total, the bill would exceed €6 million for just one post each. A figure that highlights how these football superstars have become true global brands.
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