Huggies Encourages Parents-to-Be to 'Kick Things Off' Ahead of World Cup 2026

During the biggest soccer tournament in the world, over half of the US workforce planned to skip work to watch the tournament live.

So that people can legitimately miss work, Huggies has encouraged couples who can, to plan accordingly for the 2026 tournament … with their parental leave, that is. Huggies has done the math: if you conceive a baby in October 2025, leave will be perfectly timed to June 2026. And they’re not the only ones who are planning ahead - there are even several social posts going viral around this 'trend.'

By adding to their family’s team, parents can enter for a chance to win six weeks’ worth of free diapers. Because Huggies is there for every step of the journey to parenthood.

As the official 'sponsor' of baby-making overtime today, to sponsor diapers in June 2026, the brand is launching a spicy social campaign with provocative music and aphrodisiac undertones to encourage couples to 'kick things off.'

“Huggies knows this is more than soccer’s biggest tournament, it connects people around the world and unites generations of fans,” said Ricky Casal, chief creative officer, GUT Miami. “While athletes and followers prepare for their moment on the global stage, we wanted to celebrate and support the soon-to-be parents experiencing their own life-changing moment as they welcome the next generation of fans.”