The flagship brand of ComeOn Group, has announced the launch of its new TV campaign ahead of the 2026 World Cup, marking its largest multi-market brand investment to date.

The campaign sees the return of Emmy-winning actor Jeremy Piven, following a strong 2025 collaboration that earned a nomination for Sweden’s prestigious 100-wattaren award for marketing effectiveness.

Building on that momentum, the 2026 campaign has been further refined and optimized, with early results showing it outperforming last year’s execution on key performance indicators including short-term sales potential and brand recall across Sweden, Denmark and Ontario.

At the heart of the new commercial is Piven’s trademark energy and charisma, paired with a refreshed creative direction designed to elevate ComeOn!’s premium positioning and resonate strongly with sports fans as global football excitement builds.For the first time, the concept is launching simultaneously across Sweden, Denmark and Ontario – representing a significant strategic investment in brand visibility timed for the build-up to the world’s biggest football event.

Efi Peleg, Chief Commercial Officer at ComeOn Group, said: “Last year, our partnership with Jeremy Piven proved to be a strong creative and commercial success. As we head into the world’s biggest football event, we’re scaling that success across multiple markets with our most ambitious campaign yet. This isn’t just a return – it’s an evolution.

We’ve refined the concept, strengthened the creative, and are launching our biggest and most impactful campaign to date.

”The campaign debut follows ComeOn Group’s continued investment in sportsbook-led engagement and entertainment-driven experiences for players. Known for its proprietary sports betting platforms and player-centric approach, the brand continues to evolve through enhanced personalization, deep market coverage and bold creative storytelling.