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Siemens signs sponsorship, tech deal with Disney
MUMBAI: Media conglomerate Disney has signed a 12-year marketing agreement with technology major Siemens AG.This includes rights for Siemens to sponsor attractions at Walt Disney World in Orlando.
In Times Square in New York, Siemens is replacing Sony on a big billboard run by Disney’s ABC television network. And, at the Disney-owned Epcot Center, the German company is taking over Spaceship Earth, a golf-ball-shaped attraction that AT&T Corp controlled for two decades.
Siemens will be putting its logo on those Disney showpieces and other prominent properties as part of a 12-year deal aimed at boosting its brand recognition in the US. Media reports state that Siemens will sponsor several rides and attractions at Walt Disney World Resort and the two companies will work together to develop and apply new technologies across a range of Disney businesses.
Siemens AG is one of the largest global electronics and engineering companies with worldwide sales of $91.5 billion in 2004. The deal allows Siemens to reach a U.S. audience with its brand and technology in a new and entertaining way, while giving Disney an international partner as the company expands abroad.
Media reports indicate that it is in tune with Disney COO, Robert Iger’s plan for building relationships with companies and countries, to complement the brand on a global basis.
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Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
