The 2026 FIFA Man’s World Cup is the biggest cultural moment of the year. Extra wasn't an official sponsor, which meant we had to get creative. So we looked at the game itself and realized the perfect story was already built into the rules: "Extra Time." When a game is tied at 90 minutes, it goes into "Extra Time." We used this as the perfect opportunity to rewrite history and tell the real story of how Extra Time was born. Decades ago, when the game was young and the rules were unwritten, a crucial match ended in a dead draw. Nobody knew what came next. But one man, calmly chewing a piece of Extra gum, dared to demand more focus, more grit, and more minutes. Just like that, Extra Time was born.