KPN brings the Netherlands together behind 'Oranje' during the 2026 World Cup
This will be a World Cup of superlatives. The biggest football event on Earth, ever. No one wants to miss it. But with a distance of 6,000 kilometers, the chance of being there in person is slim. KPN is helping the Netherlands experience the World Cup – even right at home – better than ever. With KPN SuperFiber, you don't have to cross the ocean; the World Cup will be SUPER at home too.
The 2026 World Cup will be bigger than ever, with 48 countries, 16 host cities, and 104 matches spread across the United States, Canada, and Mexico. As a result, the tournament is growing into the global sporting event where the Netherlands will also come together en masse for Oranje.
The ultimate World Cup experience starts at home
Precisely because the majority of fans are experiencing the World Cup from home, KPN positions itself as the indispensable link in that experience. With super-fast and super-stable fiber optic internet and high-quality TV services, KPN ensures that viewers can optimally follow every moment of the Dutch team, from the first whistle to the final penalty.
The campaign capitalizes on the numerous viewing moments, the enormous reach, and the high engagement surrounding the tournament. In doing so, KPN claims a clear role: enabling the ultimate World Cup experience, right at home.
Louis as the face of the campaign and SUPER predictor
Louis, KPN's famous cat, plays a leading role in the campaign. In the World Cup commercial and throughout the tournament, he is present everywhere as a recognizable and connecting face.
During the World Cup, Louis acts as a 'SUPER predictor', playfully analyzing matches and making predictions regarding the Dutch team. In doing so, he brings fans closer to the game and ensures extra engagement and recognition throughout the entire tournament.
Louis also constantly returns in social formats and activations, becoming the face of how the Netherlands experiences the World Cup via KPN.
From farewell to the final: continuously close to the Dutch team
KPN is visible throughout the entire World Cup, from the run-up with the farewell match through to the decisive phases of the tournament. The campaign follows the rhythm of the World Cup and peaks at the moments that matter, such as match days for the Dutch national team.
Fans are continuously engaged with content and activations, ranging from social formats and live content to exclusive events such as fan experiences at the KNVB Campus. The World Cup also plays an important role in the MijnKPN app, with promotions and activations that involve customers in the tournament on a weekly basis.
Together with Albert Heijn behind Oranje
Part of the campaign is the collaboration between KPN and Albert Heijn. In it, two iconic worlds come together: Louis and the famous Albert Heijn hamsters.
In joint content, they show that they stand behind Oranje together and are turning it into a fun Orange party. This crossover is visible on social media and Albert Heijn's AH.nl delivery vans, among other places. The TV commercials for both brands also contain a mutual wink, extending the Orange feeling across a wide range.
Personalized Orange World Cup cases for fans
The collaboration goes beyond just communication. Especially for the World Cup, KPN is bringing back a popular promotion: personalized Orange phone cases available to order online. Pop-up locations are being set up in selected Albert Heijn XL stores where Orange fans can have their cases made immediately. This way, the Orange experience literally becomes something you carry with you – personal, visible, and completely in World Cup style.
“Je beleeft het WK pas echt Super met KPN SuperFiber”
Robin Clements, commercieel directeur Consumentenmarkt KPN: “Het WK speelt zich dit keer af in het land waar alles ‘super’ is. Dan moet de beleving thuis niet achterblijven. Met KPN SuperFiber zorgen we dat je elk moment van Oranje meemaakt, alsof je er zelf bij bent: gewoon vanaf de bank.”
KPN connected to Oranje
KPN has been a partner of the KNVB for years and is committed to Dutch football across the board. From amateur football on local pitches to the Eredivisie, and from the national team to the Orange Lionesses: KPN supports the game at every level.
This broad engagement stems from a clear conviction: sport connects people. On the field, on the sidelines, and at home in front of the TV. With the World Cup campaign, KPN builds on that role and demonstrates how technology and experience come together to get the whole of the Netherlands rooting for the Dutch team and for each other.