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Dai Dai: The World Cup Anthem That Outlasted the Tournament

PR Campaign
Monday 27th July, 2026

Sony Music Latin, FIFA, Global Citizen, Shakira and Burna Boy created “Dai Dai” as the official FIFA World Cup anthem, pairing a global collaboration with a charitable purpose: all royalties support education and football resources for children. The campaign extended beyond the tournament through performances, digital content, a star-packed video and a later Spanish-language version, helping turn the song into a chart-topping cultural moment.

Why it worked: It tied a time-bounded global event to an ongoing charitable commitment, then staggered a Spanish re-release to manufacture fresh post-event news.

The lesson: Consider anchoring your pitch to a mass moment, then drop a localized version weeks later to create a second coverage peak.

Sony Music Latin FIFA Global Citizen Shakira Burna Boy
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