FIFA World Cup – one of the most important tournaments in the world of sports regularly attracts huge numbers of viewers. During the struggle of the best football teams in 2018, viewers had the opportunity to hear an alternative comment from Piotr “Izak” Skowyrsyki as part of the marketing campaign of the Coca-Cola brand entitled “Ready for emotions.” This was not the first time in the Polish media, when the sporting event was commented on by the esports commentator – earlier the fans had the opportunity to hear Izak’s voice during meetings accompanying Euro 2016, where the commentator was taking part in the official commentary of a friendly match between Poland and the Netherlands, which saw over 300,000 viewers.