After the 2026 World Cup: Hublot Among Players, Legends, and Ambassadors

At this World Cup, Hublot wasn’t quite as visible as it had been at previous tournaments. The brand was no longer prominently featured during every break in play, nor was it as consistently displayed on the substitution boards. Yet Hublot was still present—just in a different way: on the wrists of numerous prominent figures from the world of international soccer and beyond.

^{Cover photo: Kylian Mbappé wearing the Hublot Big Bang Reloaded White Ceramic during the 2026 World Cup. Photo: Getty Images / Hublot}

During the 2026 FIFA World Cup, the brand was most visible through its ambassadors, brand friends, and well-known sports figures. From the final stages through to earlier matches, several figures from the world of soccer and sports were seen wearing Hublot watches.

Visibility Through Public Figures

One example is Álex Baena. The Spanish national team player wore a Hublot Spirit of Big Bang Black Magic Diamonds during the final at New York-New Jersey Stadium. The watch combines the distinctive tonneau-shaped Spirit of Big Bang design with a black ceramic finish and diamond accents—a look that appears less sporty and functional and more deliberately striking.

^{Álex Baena wearing the Hublot Spirit of Big Bang Black Magic Diamonds at the 2026 World Cup final. Photo: Getty Images / Hublot}

Kylian Mbappé also remained a visible Hublot ambassador. During the tournament, he wore his Big Bang Reloaded Kylian Mbappé White Ceramic, a personalized edition created in collaboration with Hublot. Mbappé’s case in particular illustrates how Hublot maintains its connection to soccer not only through sponsorship opportunities but also through individual, internationally recognizable personalities.

^{Kylian Mbappé wearing the Hublot Big Bang Reloaded White Ceramic during the 2026 World Cup. Photo: Getty Images / Hublot}

Sports Beyond Soccer

Patrick Mahomes’ appearance is also noteworthy. The American football star and Hublot ambassador was photographed wearing a Big Bang 20th Anniversary Red Magic during the World Cup. This extended the brand’s visibility beyond the narrower context of soccer. Hublot has long since moved beyond using sports solely on a discipline-by-discipline basis; instead, it now leverages them as a broader platform for athletes, reach, and cultural attention.

^{Patrick Mahomes wearing the Hublot Big Bang 20th Anniversary Red Magic during the 2026 World Cup. Photo: Getty Images / Hublot}

Soccer Legends and Coaches

Past and present soccer greats have also been part of the brand’s circle. Luis Figo, a Friend of the Brand and Portuguese soccer legend, has been spotted on several occasions wearing a Spirit of Big Bang Tourbillon 5-Day Power Reserve Sky Blue Ceramic. The watch embodies a significantly more complex side of Hublot: a tourbillon, a five-day power reserve, and colored ceramic come together here with the brand’s sporty and expressive design language.

^{Luis Figo wearing the Hublot Spirit of Big Bang Tourbillon 5-Day Power Reserve Sky Blue Ceramic during the 2026 World Cup. Photo: Getty Images / Hublot}

Didier Deschamps, coach of the French national team and also a Friend of the Brand, wore a Big Bang Reloaded Blue Ceramic 44 mm. Roberto Martínez was also spotted wearing a Hublot, though he opted for the more classic Classic Fusion Aerofusion Moonphase King Gold. This showcased the full range of the brand within a sports setting: from the Big Bang and Spirit of Big Bang to the more understated Classic Fusion.

^{Didier Deschamps wearing the Hublot Big Bang Reloaded Blue Ceramic during the 2026 World Cup. Photo: Getty Images / Hublot}

^{Roberto Martínez wearing the Hublot Classic Fusion Aerofusion Moonphase King Gold during the 2026 World Cup. Photo: Getty Images / Hublot}

Connection to National Teams

Another name on the list is Guillermo Ochoa. The Mexican goalkeeper wore a Classic Fusion FMF Titanium, a model that reflects Hublot’s long-standing partnership with the Mexican national team. Here, too, the focus is less on a major sponsorship moment on the field and more on an ongoing connection between the brand, the team, and the individual.

^{Guillermo Ochoa wearing the Hublot Classic Fusion FMF Titanium during the 2026 World Cup. Photo: Getty Images / Hublot}

Another Form of Presence

The 2026 World Cup thus showcased a new kind of visibility. Hublot wasn’t necessarily most prominent in the places where millions of viewers automatically looked at the brand. Its presence shifted more toward personalities, images, appearances, and individual watches on people’s wrists.

For a brand like Hublot, this is no small matter. Soccer remains a world where emotion, competition, international reach, and celebrity converge. But the impact isn’t created solely by logos during the game. It also arises from those moments when watches become part of a personal image—for players, coaches, legends, and athletes who are known far beyond the world of soccer.