Supercell has launched a new global marketing campaign for Clash of Clans, featuring football legends Thierry Henry, Kaká, and Bastian Schweinsteiger.
The campaign promotes the reintroduction of the game's Global Chat feature.
The campaign, developed by agency Uncommon Stockholm, debuted on June 29, 2026.
It coincides with a football-themed Clan War League tournament and a mockumentary short film directed by Gary Freedman and MJZ.
The promotional film adopts the style of a premium sports documentary. The three former athletes engage in competitive banter about strategic mastery in mobile gaming.
The main focus is the June 17 launch of the highly requested Global Chat system. This feature allows players to communicate and plan tactics directly within the game.
“The comedy relies entirely on the contrast,” said Viktor Einarsson, creative at Uncommon Stockholm.
The marketing initiative aims to capture consumer attention during a summer packed with major international football tournaments by subverting traditional athletic advertising tropes.
“During a massive football summer, every brand is fighting for attention,” added Björn Ståhl, CCO at Uncommon Stockholm.
“We wanted to cut through that noise by flipping the expected tropes and create something that can help Clash of Clans win in the feed and fuel their momentum forward.”
The athletes highlighted how the mobile strategy game mirrors the collaborative dynamics and communication requirements found in professional sports.
“Competition is a mindset.
Whether it’s on the pitch or on your phone, that desire to win never leaves you,” said Thierry Henry.
“Clash of Clans is a different kind of challenge — but the intensity is the same.
Communication is a huge part of strategy, both on the pitch and in the battlefield, and having a space to share winning tactics like Global Chat makes a real difference,” Henry added.
Kaká noted, “The return of Global Chat is a huge win for the community, because the true magic of Clash of Clans, just like in football, lies in the connection between people, the exchange of tactics, and the unity of the team.”
“I spent my entire career thinking about strategy on the pitch, but now I've got the game in my hands and I'm ready for the next attack.
I'm really excited to be part of this legendary squad and can’t wait to see the game become even more dynamic and competitive for everyone,” Kaká said.
Bastian Schweinsteiger added, “Great football teams are built on communication, trust, and the right tactics.
The best moments of my career came when the team stayed together and everyone played their part, and that’s what I like about Clash of Clans too.
It brings people together through teamwork and strategy, and I’m very happy to be part of this collaboration.”
The football-centric activation runs alongside a broader corporate strategy by Supercell.
This includes a concurrent Brawl Stars and Adidas collaboration celebrating the Adidas Starr Cup tournament during the 2026 FIFA World Cup.
