The video song, directed by Daniel Zlotin, was shown on all beIN Sports channels during FIFA World Cup throughout the Middle East, North Africa and France. The song was the musical signature of beIN Sports throughout the tournament. On 5 July, Now United debuted in the United States at The Late Late Show with James Corden performing their new song "What Are We Waiting For".[7] In less than three months, the group released the official videos of three singles, on 24 July, "What Are We Waiting For", shot in South Korea; on 28 September, "Who Would Think That Love?" shot in Mexico; and on 6 November, "All Day", shot in California.