Soccer's most nerve-racking minutes now have a soundtrack.
EXTRA Gum released "Hotshot (Extra Time)," an original anthem created with singer-songwriter Izzy Escobar.
Part of its "Chew Into It" platform, the song encourages fans to stay fully engaged during a match's decisive extra time.
The Mars-owned brand is offering fans the chance to win a $120,000 grand prize, inspired by the 120 minutes possible in a soccer match.
Plus, a year's supply of EXTRA Gum through a social media sweepstakes.
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Plus, a year's supply of EXTRA Gum through a social media sweepstakes.
"In an increasingly overstimulated world, extra time is one of the few moments that demands fans' undivided attention," Maria Urista, VP of marketing at Mars Snacking North America, told DesignRush.
"That inspired us to translate the excitement and anticipation of those final match moments into an original anthem through music, culture and storytelling in a way that felt both unexpected and authentic to the soccer experience."
Music gives EXTRA Gum another way to connect with fans while extending its brand message on focus and presence.
Two Anthems in One Match
Every World Cup match starts with the teams' national anthems to set the mood for the next 90 minutes.
So what happens when the game needs an extra 30 to break a tie?
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EXTRA saw the well-timed, well-named opening and built a song for one of soccer's most stressful stretches.
"Hotshot (Extra Time)" captures the anticipation, uncertainty, and focus of those minutes, when some fans need something to chew on.
The brand also invites fans to participate online.
They can create social posts featuring the anthem and tagging #ChewIntoItSweepstakes for the chance to win $120,000 and a year's supply of EXTRA Gum.
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The campaign rides a growing trend of brands using music as a marketing asset.
Earlier this week, Sprite and Genius released "The Living Tracklist" and limited-edition lyric packaging as a tribute to hip-hop culture.
As more marketers invest in music-led storytelling, memorable audio can extend campaign life long after viewers scroll past an ad.
Why Sound Sticks With 77% of Fans
Veritonic research revealed that 77% of consumers can recall a brand more easily when they associate it with a specific sound.
Also, brands that use audio well are read as more trustworthy and relatable.
Live sports still dominate real-time viewing, accounting for 96 of the 100 most-watched shows of 2025, according to Sports Business Journal.
This pairing explains the strategy. EXTRA Gum is tying a sticky sound to the one thing audiences still watch live.
This suggests that a well-crafted sound enhances brand recognition and fosters emotional connections.
- Shared rituals create stronger brand associations. Marketers should design creative that fits naturally into existing fan behaviors to improve participation.
- Music can outlive a campaign. Teams should develop audio assets that audiences want to replay to extend engagement after media spending ends.
- UGC efforts work best when there are rewards to match. Brands should connect incentives to simple social actions to encourage UGC at scale.
When a brand attaches itself to an existing high-intensity fan moment, the campaign has a better shot at sustained attention.
Our Take: Can a Brand Song Outlast the World Cup Playlist?
A World Cup anthem only matters if fans are still humming it once the trophy is lifted.
We think "Hotshot" can get there, but only by claiming territory the bigger artists ignored.
Shakira and creators like iShowSpeed flood every tournament with tracks fighting for the same playlist spot.
EXTRA skipped this fight.
As the tournament hits the Round of 32, the brand claimed the one emotional space still open, the minutes when every touch and save carries more weight.
The real contest is whether fans still tie the song and EXTRA's name to the feeling of extra time after the tournament ends.
Pull it off, and a simple pack of gum earns a permanent spot in how fans remember this World Cup, tied forever to the most pressure-packed minutes on the pitch.
Explore these top audio production agencies if you're planning a campaign built around original music and cultural events.
