Tom Brady at the Fanatics Flag Football Classic Press Conference & Practice held at BMO Stadium on March 20, 2026 in Los Angeles, California JC Olivera/Variety via Getty Images If you purchase an independently reviewed product or service through a link on our website, The Hollywood Reporter may receive an affiliate commission.
Tom Brady knows a thing or two about coming up clutch in high stakes situations, but his latest project is decidedly more sweet than stressful.
The Super Bowl champion and current Fox Sports commentator is partnering with Ferrero North America — maker of brands like Nutella, Ferrero Rocher and Butterfinger — on a new sweepstakes timed to the upcoming World Cup. One lucky fan will win a $1 million grand prize from Ferrero, with other prizes that include a “Super Fan Trip” to a World Cup game (airfare and lodging included); an “Ultimate Gaming Setup” that includes a new gaming console and gaming chair; and a “Fan Cave Upgrade,” with the winner receiving a new TV, sound system and theater seating.
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As part of the “Go All In” campaign, Brady also filmed a commercial spot that will air on streaming services and online beginning April 1. Ferrero says the promotion helps to make “this summer’s soccer season the sweetest one yet,” adding that the seven-time Super Bowl champ is an “icon who knows a thing or two about going all in.”
“When Ferrero came to me, it was an easy yes,” Brady says in a release. “I consider them the G.O.A.T. (Greatest of All Treats). They’re also all about celebrating moments that bring people together, and this summer’s soccer tournament is one of those monumental events I’m really looking forward to as a fan.”
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Ferrero says the promotion is backed by a $100 million investment, marking the first “portfolio-wide campaign and largest marketing commitment in company history.” Brady, meantime, says he was eager to sign on for a partnership that promoted fun and community — two things that have long been his guiding motivations for sports.
“I think this campaign is so much about true fan passion and all these amazing moments that sports creates for people around you,” the three-time NFL MVP tells THR. “I’ve had so many tailgates, I’ve had so many watch parties, and it’s always better when you share them with people. And I think this campaign being about ‘going all in,’ that’s what it was really all about.”
THR caught up with Brady to talk about his World Cup favorites, his best piece of motivational advice and why his current TV binge watching habits leave a lot to be desired.
You’re partnering with Ferrero North America on this new campaign, so I’m curious to know what Ferrero products are in your snacking rotation?
Well when I was a kid and we had snack shacks or grocery stores down the street, every free 25 cents I had I’d go down there and get a Crunch bar. In our house [today], Nutella pancakes are very popular. I was just in Milan at the Olympics and went to a really cool pizza place, and we had Nutella pizza. So that is definitely a part of our life. And my favorite is Tic Tac. That’s been kind of an essential for years for me in my pocket.
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You’re best-known as a football player of course, but what’s your connection to soccer?
I think every kid in America plays soccer, so I played a lot of soccer growing up, and my sister played soccer in college. I’ve got an investment in an European soccer team [Birmingham City F.C.] and I also love the World Cup. I’ve been watching it since I was a kid – the Women’s World Cup, the Men’s World Cup; I’ve cheered for so many countries in soccer and I’ve got a lot of friends who play the game. It’s just an incredibly engaging sport.
It’s funny that “soccer” is really known as “football” everywhere else in the world except for here in the U.S.
You know, American football was called “football” because when the game was initiated, the ball was kicked a lot more than it was ever thrown. The shape of the ball didn’t allow for it to be passed very much. So it was much more of a kicking game. And when they started changing the shape of the ball, it went from using your foot and kicking the ball to a lot more passing. So I get that question a lot from soccer fans all over the world, like, ‘Why do you guys call it football when you throw it?;’ Well, originally, it started much more with your feet.
What do you think it is about big sporting events like the recent Olympics and the World Cup that get people so excited?
Look, there’s no faking it. In sports — and I have always felt this — it’s a reality TV show, and there are no do overs; what’s done can’t be undone in the moment. So you really have to work hard and be locked in and really focused in order to come through for your team when you need it the most. And I think that’s why people watch, because everything’s unpredictable. There is no script to this. No two games are ever the same. They’re all unique.
You’ve been in a number of high-pressure games and situations before. As the athletes prepare to step onto the pitch for the World Cup, what advice would you give them?
I think that’s a great question, because the only way to prepare for pressure is to put pressure on yourself on a daily basis to perform. And you don’t wait for the big moment to feel like, ‘Okay, now is the time to perform.’ I think you need to do the right thing consistently well every day, and you can’t just go, ‘Oh, it’s just practice. It doesn’t matter.’ That’s a loser’s mentality.
I think people come up short if they don’t push themselves every day under really intense pressure situations. You want to know how your body is going to respond to the anxiousness, the nervousness, or an early mistake. How do you respond? And I think the more you’re able to come to grips with the fear of failure, then I think you have a better opportunity to succeed.
It’s strange to think that failure can be motivating.
There’s a part of our nervous system, in our adrenaline, which is often about fight or flight, and the one thing athletes can never do is the flight part, which is running away. You have to fight, and you have to fight for what you want, and that’s really stressful, and you have to figure out ways to deal with the stress of your life so that anytime you face adversity or something that may become uncertain, you don’t run from it, because there’s nothing to be gained by running from it. If it’s something you really value and you really want, there’s no point in trying to escape the situation. It’s about understanding how to deal with it face on, knowing that I might fail, but if I do fail, I’m going to learn from the failure. I’m going to reapply the things that I’ve learned in a more successful way, so that the next time I get the opportunity, I’ll have a better chance to succeed.
You’re really good at motivational speeches.
Sometimes as an athlete you have to be okay with putting everything into it and still coming up short. And I think you have to find something within you that finds the value in working hard, even though the outcome of what you’re doing is never assured.
Okay, let’s get back to the World Cup. What countries and teams do you have your eye on this year?
Obviously, I’m rooting for team USA, first and foremost. We’ve got to root for our home country. And I think there’s a lot of other people I really love and respect. I’ve had a chance to watch Leo Messi play a bunch, I like Cristiano Ronaldo — they’re kind of more my era, even though they’re still younger than me. I love Harry Kane from England; I love Kylian Mbappé from France and Karim Benzema; there are so many great players around the world that are doing great things for their countries. And look, I want to see these guys perform at their best on the biggest stage.
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You’re so involved with the sporting world these days, but what do you like to do when you’re at home with your kids or by yourself? Do you watch TV?
I definitely scroll around a little bit, but I always kind of find my way back to sports and I watch a lot of reruns of football games.
Do you watch reruns of your own games?
Okay if they’re on, yes. If we won and the outcome was good, usually. If not, and I know the outcome is bad, I’m not watching it.
What else do you like to watch?
I watch a lot of basketball. I watch a lot of the NCAA tournament. I watch a lot of golf on the weekend. I watch the teams that I’m involved in — I love the Las Vegas Aces (Brady is a minority owner of the WNBA team); I love the Birmingham City Football Club in the UK. I love watching Chelsea play in the Premier League and I love watching Liverpool play in the Premier League, so I’m a huge sports fan. If you were to go on my TV, I would say 95% of the things I watch are either sports reruns or current sporting events.
What about Heated Rivalry? Have you heard the hype over that “sports show?”
I have. I’ve seen the first episode and I thought that it was really good. It’s really, really good, really well written. [It has] great actors; that’s a great show.
We see you each week in the commentary booth, but any chance we could see you starring in a similar scripted series in the future?
I never say never, but it’s probably not what I enjoy most. I kind of enjoy the live aspect, like when I’m on the Fox broadcast and they count down, 5, 4, 3, 2, 1, and they send it to you, and my whole stomach just goes boom, you know, like there’s a part of me that feels so alive, and I love that feeling.
There’s also only so much I can really do out there and be good at. So I’m spending my time and energy on being the best broadcaster I can be. In terms of being an actor, it’s not really what I’ve ever wanted to commit my time and energy to.
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