04/05/2026 by Thomas Clark
Trusted lubricant brand Valvoline recently launched its international campaign for the FIFA World Cup 2026.
This year, the Saudi Aramco-owned line of oils, fluids and greases is an official supporter of the major sports event and has highlighted mechanics and football fans travelling to see games in its new marketing.
Valvoline was purchased by the Saudi Arabian oil giant in 2023 for $2.65 billion, giving the company ownership of the brand and its products that include cutting fluid, gear oil, compressor oil, heat transfer fluid (HTF) and turbine oil, among others.
The new campaign rolled out is titled “The Original Engine Oil. For the Driven” and focuses on mobility as an important element of the sports experience. The FIFA World Cup-themed advertising film is a world first for Valvoline, and was produced by We Are Laugh in Chile, South America.
While drawing attention to the passion of football fans, the film parallels their commitment with Valvoline’s evolution as a brand that has developed over 160 years and is founded on dedication to quality, performance and innovation. The ad’s narrative also extends past fans to shine a spotlight on the often-overlooked support system that exists behind every journey to see a match, whether it is made by road or air. As a result, it highlights the services of professionals and mechanics who use specialist skills and cutting-edge lubricants to keep transportation running reliably.
The new campaign launched in India first, before going global to markets like Australia, Saudi Arabia, the United States, China, Thailand and Canada.
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