What better way to battle the summer heat than with some ice cream? NBCUniversal used the sweet treat to promote the 2023 FIFA Women’s World Cup that it was airing across Telemundo, Peacock and Universo. However, since NBCU had only the Spanish-language rights, it meant stricter guidelines for the company to adhere to. NBCU got creative to make the campaign an inclusive one, offering eight custom flavors that were inspired by top teams including the U.S., Spain and Colombia. It partnered with Optimum to offer ice cream at two retail locations across New Jersey and New York in addition to teaming up with Comcast to bring the flavor to an Xfinity store in San Jose.