SHERIDAN, WYOMING – January 22, 2026 – Mercedes-Benz has announced a new collaboration with Sony Pictures Animation’s upcoming theatrical release “GOAT,” an original action-comedy scheduled to hit theaters globally in February 2026. The film is set in an all-animal world and follows Will, a young goat chasing an outsized dream: becoming a roar ball pro. For everyday moviegoers, this partnership is less about corporate logos and more about a familiar feeling—seeing ambition, imagination, and modern mobility stitched into the same story at the exact moment families start planning their next cinema night.
A Big-Screen Story Built Around Dreaming Bigger
“GOAT” leans into an “anything is possible” message through Will’s determination to compete in roar ball, described as a high-intensity, co-ed, full-contact sport dominated by faster and fiercer animals. Mercedes-Benz is tying its campaign message to that same spirit with the theme “There is a place for those who dream,” positioning the collaboration as a celebration of perseverance rather than a simple product cameo.
"There’s a special spark between Mercedes-Benz and GOAT. We share the film’s ‘anything is possible’ spirit, always pushing boundaries and showing how far dedication can take you. Will's story of perseverance echoes the way we’ve been moving forward for 140 years."
Christina Schenck, Vice President Digital & Communications and Investor Relations, Mercedes-Benz AG
The Three Mercedes-Benz Vehicles Featured in the Film
A key part of the announcement is that three Mercedes-Benz vehicles will appear prominently throughout the movie: the all-new CLA 250+, the all-new electric GLC (with provisional figures noted in the release), and the Sprinter. The idea, as described, is that these vehicles help move the protagonists through the story while emphasizing reliable, safe, and comfortable mobility.
Beyond the on-screen appearances, Mercedes-Benz also says the collaboration includes a dedicated 30-second spot where a young girl’s imagination and reality blur together after seeing “GOAT” in the cinema and then driving home with her family in a Mercedes-Benz CLA. If you like campaigns that feel more like short stories than standard ads, that’s the creative lane this partnership is aiming for.
Why This Collaboration Will Feel Familiar to Viewers
There’s a reason movie-and-brand partnerships often land well with audiences: when they’re done carefully, they blend into the world instead of interrupting it. This one is built around a universal hook—chasing a dream even when you look like an underdog—so the vehicles are meant to feel like part of the journey, not the point of the journey.
"Teaming up with a global brand dedicated to its craft has made for a meaningful collaboration that reinforces GOAT’s message that believing in your full potential can lead to something extraordinary. Mercedes-Benz has effortlessly captured the film’s theme through an authentic spot and seamless in-film presence."
Jeffrey Godsick, EVP, Brand Strategy & Partnerships, Sony Pictures Entertainment
What’s Coming Between January and March 2026
Mercedes-Benz says campaign assets will roll out from January through March 2026, with the biggest communication push expected around the film’s February 2026 release. The announced campaign elements include:
- A 30-second commercial plus cutdowns for theatrical, linear TV, SVOD, digital platforms, and cinema
- A key visual for physical and digital ad formats
- Social media videos, reels, posts, and bumper ads
- Film stills and clips, plus regional variations tailored to local markets
For consumers, the practical takeaway is timing: if you’re seeing “GOAT” trailers and social clips ramp up in early 2026, that’s intentional, and it’s designed to peak when the movie reaches theaters.
Mini FAQ
Q: When is “GOAT” expected to release in theaters?
A: The release is described as coming to theaters globally in February 2026.
Q: What’s the main idea of the film?
A: It follows Will, a young goat who pursues his dream of becoming a roar ball pro in an all-animal world.
Q: Which Mercedes-Benz vehicles will appear in the movie?
A: The release highlights the all-new CLA 250+, the all-new electric GLC, and the Sprinter.
Learn more about Mercedes-Benz in the United States at https://www.mbusa.com