Forget the stars. For the 2026 World Cup, 900.care is celebrating soccer thanks to Dembélé (well, not the one who won the Ballon d’Or…)
While advertisers are spending record-breaking budgets to secure the biggest stars in world soccer, the responsible hygiene brand 900.care is taking everyone by surprise. The key idea behind this ad campaign? Playing on homonyms by signing Dembélé. But not the Paris SG winger. For the 2026 World Cup, the leading role goes to Mogla Dembélé, a forward for US Cauffry in the Oise region. With this approach, 900.care offers a different take on what’s usually seen around major sporting events. It prioritizes relatability over celebrity. Instead of capitalizing on an unapproachable media figure, 900.care and act for sport are banking on humor, a quirky twist, and strong appeal to the general public.
To make a big impact, there’s no way we can limit ourselves to a small social media presence. 900.care has put together a national media campaign designed to compete with the budgets of the industry giants:
As France’s leading brand of refillable hygiene products, 900.care is shaking up the retail industry every day with innovative, eco-friendly solutions (natural ingredients, controlled production, and zero plastic waste). By choosing to feature an amateur player rather than an international star, the brand demonstrates that it is possible to capture attention in a different way, by focusing on relatability, humor, and authenticity. It is the perfect combination of the agility of a brand that is driving its market forward and the expertise of an agency that masters the levers of activation.
Mogla Dembélé doesn’t live in a luxury villa or travel by private jet. His reality is that of millions of athletes in France. A train conductor for the SNCF during the week, he laces up his cleats in the evenings and on weekends to play for his club. By shining a spotlight on his daily life, the campaign highlights the true driving force behind French soccer. It is these life stories—marked by early mornings, work, and training sessions in the rain—that keep soccer alive in France. Mogla has become the face of genuine grassroots passion, the kind that depends neither on TV contracts nor the transfer market.
For a brand, the story of an amateur athlete can sometimes resonate more deeply than that of a superstar. Players, volunteers, and fans can more easily relate to stories that mirror their own daily lives. This sense of connection can increase engagement with the brand’s message and help associate it with values such as simplicity, authenticity, and a strong local presence.
Soccer in France isn’t just about the professional elite. It’s a community of more than two million registered players who take to the field every weekend. Behind every player like Mogla, there are volunteer coaches who prepare the jerseys, administrators who manage the finances, referees who oversee the matches, and families. This close-knit community represents a vast network for brands. By celebrating one of their own during a World Cup, 900.care speaks directly to this deeply committed fan base.
Act for Sport connects brands with amateur clubs through visibility initiatives. The goal is to link media exposure with on-the-ground actions. Highlighting a player from US Cauffry during a national broadcast raises the profile of the club and its community. For 900.care, this initiative serves as a differentiator in the hygiene market by associating the brand with a commitment to amateur sports. The brand does more than just sell products; it positions itself as the official partner of real life.
During the World Cup, commercials come one after another, and they all look the same. Entering the world of mass sports allows brands to use a different channel to gain more visibility. This strategy offers optimal brand ROI: for an acquisition cost significantly lower than that of a professional sponsorship campaign, the benefits in terms of brand loyalty, brand preference, and brand recall are multiplied.
Since its founding in 2018, act for sport has been connecting national and international brands with the world of amateur sports. Thanks to a robust network of several thousand partner clubs across Europe, we have in-depth knowledge of what happens on the ground. This enables us to develop strong creative concepts, identify impactful profiles, and roll out engaging activations. For 900.care, we sought to demonstrate that, with the right approach, amateur soccer has a rightful place among the big leagues.
Read our press release here.
Ready to shake up the status quo in your industry and connect your brand to the excitement of local soccer? Discover our socially responsible sponsorship solutions at actforsport.eu.
Why link Dembélé's name to amateur soccer for the 2026 World Cup?
The idea behind act for sport and 900.care is to subvert the conventions of traditional sponsorship. By choosing Mogla Dembélé, a forward for US Cavffry, the campaign creates an immediate and humorous contrast. It’s the perfect way to highlight the two million licensed players in France right in the middle of the World Cup. Check out the analysis published by Sporsora.
What is the rollout plan for the 900.care campaign by Act for Sport?
The campaign will be rolled out nationwide in July 2026. It includes TV spots aired during World Cup matches, a campaign on the backs of buses in the Île-de-France region, and billboards in major French cities—a large-scale media campaign analyzed by Sport Business Club.
How can brands effectively support amateur sports?
To succeed, brands must move away from top-down messaging and start with what’s happening on the ground. By leveraging act for sport’s expertise, they craft authentic stories that provide tangible support to local clubs while generating massive, memorable, and creative visibility among the general public.
While advertisers are spending record-breaking budgets to secure the biggest stars in world soccer, the responsible hygiene brand 900.care is taking everyone by surprise. The key idea behind this ad campaign? Playing on homonyms by signing Dembélé. But not the Paris SG winger. For the 2026 World Cup, the leading role goes to Mogla Dembélé, a forward for US Cauffry in the Oise region. With this approach, 900.care offers a different take on what’s usually seen around major sporting events. It prioritizes relatability over celebrity. Instead of capitalizing on an unapproachable media figure, 900.care and act for sport are banking on humor, a quirky twist, and strong appeal to the general public.
To make a big impact, there’s no way we can limit ourselves to a small social media presence. 900.care has put together a national media campaign designed to compete with the budgets of the industry giants:
As France’s leading brand of refillable hygiene products, 900.care is shaking up the retail industry every day with innovative, eco-friendly solutions (natural ingredients, controlled production, and zero plastic waste). By choosing to feature an amateur player rather than an international star, the brand demonstrates that it is possible to capture attention in a different way, by focusing on relatability, humor, and authenticity. It is the perfect combination of the agility of a brand that is driving its market forward and the expertise of an agency that masters the levers of activation.
Mogla Dembélé doesn’t live in a luxury villa or travel by private jet. His reality is that of millions of athletes in France. A train conductor for the SNCF during the week, he laces up his cleats in the evenings and on weekends to play for his club. By shining a spotlight on his daily life, the campaign highlights the true driving force behind French soccer. It is these life stories—marked by early mornings, work, and training sessions in the rain—that keep soccer alive in France. Mogla has become the face of genuine grassroots passion, the kind that depends neither on TV contracts nor the transfer market.
For a brand, the story of an amateur athlete can sometimes resonate more deeply than that of a superstar. Players, volunteers, and fans can more easily relate to stories that mirror their own daily lives. This sense of connection can increase engagement with the brand’s message and help associate it with values such as simplicity, authenticity, and a strong local presence.
Soccer in France isn’t just about the professional elite. It’s a community of more than two million registered players who take to the field every weekend. Behind every player like Mogla, there are volunteer coaches who prepare the jerseys, administrators who manage the finances, referees who oversee the matches, and families. This close-knit community represents a vast network for brands. By celebrating one of their own during a World Cup, 900.care speaks directly to this deeply committed fan base.
Act for Sport connects brands with amateur clubs through visibility initiatives. The goal is to link media exposure with on-the-ground actions. Highlighting a player from US Cauffry during a national broadcast raises the profile of the club and its community. For 900.care, this initiative serves as a differentiator in the hygiene market by associating the brand with a commitment to amateur sports. The brand does more than just sell products; it positions itself as the official partner of real life.
During the World Cup, commercials come one after another, and they all look the same. Entering the world of mass sports allows brands to use a different channel to gain more visibility. This strategy offers optimal brand ROI: for an acquisition cost significantly lower than that of a professional sponsorship campaign, the benefits in terms of brand loyalty, brand preference, and brand recall are multiplied.
Since its founding in 2018, act for sport has been connecting national and international brands with the world of amateur sports. Thanks to a robust network of several thousand partner clubs across Europe, we have in-depth knowledge of what happens on the ground. This enables us to develop strong creative concepts, identify impactful profiles, and roll out engaging activations. For 900.care, we sought to demonstrate that, with the right approach, amateur soccer has a rightful place among the big leagues.
Read our press release here.
Ready to shake up the status quo in your industry and connect your brand to the excitement of local soccer? Discover our socially responsible sponsorship solutions at actforsport.eu.
Why link Dembélé's name to amateur soccer for the 2026 World Cup?
The idea behind act for sport and 900.care is to subvert the conventions of traditional sponsorship. By choosing Mogla Dembélé, a forward for US Cavffry, the campaign creates an immediate and humorous contrast. It’s the perfect way to highlight the two million licensed players in France right in the middle of the World Cup. Check out the analysis published by Sporsora.
What is the rollout plan for the 900.care campaign by Act for Sport?
The campaign will be rolled out nationwide in July 2026. It includes TV spots aired during World Cup matches, a campaign on the backs of buses in the Île-de-France region, and billboards in major French cities—a large-scale media campaign analyzed by Sport Business Club.
How can brands effectively support amateur sports?
To succeed, brands must move away from top-down messaging and start with what’s happening on the ground. By leveraging act for sport’s expertise, they craft authentic stories that provide tangible support to local clubs while generating massive, memorable, and creative visibility among the general public.
