The 2026 FIFA World Cup will be much more than a sporting competition.
With 51% of the world’s population identifying themselves as soccer fans, this event represents a unique opportunity for brands to connect with a global audience.
For one month every 4 years, the world comes to a standstill. Are brands ready to be part of the conversation that unites cultures, passions and economies?
Less than a year after the opening whistle, brands need to ask themselves if they really understand the fans.
The World Cup will be the stage where marketing, technology and culture will meet in real time.
This transcends sporting competition; it is a global stage that will test the prowess of brands.
They should go beyond traditional sponsorships, focusing on creating personalized experiences and engaging in real-time conversations with their audiences.
In a context saturated with stimuli, connecting in a meaningful way is not an option, it is the only way to differentiate yourself.
What makes the 2026 World Cup an unprecedented opportunity
For the first time in FIFA’s history, the 2026 FIFA World Cup will have 3 host countries: Canada, the United States and Mexico. It will also be the first edition with 48 teams, marking a before and after in the organization of the tournament.
The largest edition in history will be held from June 11 to July 19, 2026. During this period, 16 emblematic cities will host 104 matches, expecting an attendance of between 5.5 and 6 million people.
Brands are not only competing for visibility, but for the opportunity to generate authentic relationshipswith diverse and active audiences who crave genuine connection.
According to the Global Sports Report 2025, published by Nielsen, 76% of soccer fans are Millennials or Generation Z. Of these fans, 22% are Hispanic. In addition, 34% have an income greater than one million Mexican pesos.
How do we get to know this football-loyal audience?
Before joining the game, you need to understand what drives these fans and how they perceive the brands that accompany their passion during this event.
You must know what motivates them, how they consume and on which platforms they live their passion. That way you can decide if your best move is to bet on traditional advertising or build a sponsorship alliance that generates long-term value.
Nielsen surveyed fans about their engagement with World Cup sponsorship brands . Sixty-four percent of respondents stay informed about the brands that are present during this competition.
Importantly, 68% of fans prefer a sponsoring brand over the competition, even if the price and quality are the same.
In a tournament that will bring the world to a standstill for a month, understanding these facts can be the difference between going unnoticed or becoming part of history.
What do fans expect from brands during the World Cup?
Over time, expectations about brands at the world’s most important sporting event have changed.
Now they are looking for a relationship that offers them real value and a unique experience.
We have created a list of the most important points for fans.
- Promotions and rewards
A study conducted by Kantar in 2022 revealed that, during the World Cup, fans are not only looking to consume the event, they expect brands to offer them tangible benefits.
Among the most valued incentives are special promotions, limited edition products, collaborations with relevant influencers and contests with exclusive rewards.
These types of actions strengthen the relationship with consumers who associate the brand with moments of joy and celebration. - Interactive and digital content
Currently, fans are looking for immersive and participatory experiences.
Through applications and platforms that integrate real-time statistics, augmented reality games or exclusive content on social networks.
One example is Sabritas, official sponsor of FIFA 2026, which is preparing activations that combine physical promotions at points of sale with digital dynamics based on consumer behavior data, with the aim of creating immersive and relevant experiences at each stage of the tournament.
- Authentic and personalized experiences
In the 2026 World Cup, brands will not only compete for visibility, but for relevance.
Fans are looking for interactions that feel real, relatable and aligned with their values.
We are facing what we could call the World Cup of the algorithm: one where a brand’s ability to read real-time data, respond to collective emotions and deliver meaningful content will make the difference during the World Cup.
After 4 years of waiting, fans don’t just want to see attractive campaigns; they expect coherent, inclusive and culturally relevant proposals that connect with the way they experience soccer today. - Visibility and local support
Soccer is a cultural identity for many fans, who value brands that are authentically integrated into the local environment and contribute to the development of the sport.
In Mexico, Banorte became the official sponsor of the Azteca Stadium, a place that will make history by being the first stadium with the opportunity to host three World Cup inaugurations (1970, 1986 and 2026).
As part of the investment for its modernization, the stadium will bear the name Estadio Banorte during the tournament.
This action not only reinforces the brand’s presence in front of millions of spectators, but also conveys a clear message of commitment to the community and to one of the most emblematic symbols of Mexican soccer.
Campaigns that did connect with the passion of the World Cup
Coca Cola – Believe is Magic 2022
In this 60-second video, Coca Cola shows that teamwork and unity can achieve the impossible.
The brand decided to work with Panini to create exclusive player stickers, which were available in digital and physical format.
Coca-Cola, for the 2022 World Cup, did more than collaborate. It created a campaign that highlighted its essence: celebrating togetherness and “uncovering happiness”. In this way, it managed to transform a campaign into a universal message that transcended cultural barriers.
As a result, the Coca-Cola Company increased its revenues by 12% in the second quarter of 2022. This was thanks to a marketing strategy that attracts and retains its consumers, connecting with their passion for soccer.
Budweiser – Light Up the FIFA World Tour 2018
In an environment where emotions are transmitted, Budweiser managed to connect with fans by positioning itself as the official beer of FIFA, inviting them to experience the euphoria and celebration that every goal brings.
The campaign was carried out using drones that took to the skies over Moscow and other cities, projecting messages while providing a breathtaking nighttime spectacle.
It generated great virality in social networks by fusing technological innovation with memorable and surprising execution.
As a result, Budweiser stood out among other beer sponsors thanks to its creative proposal with the red glass, which represents the euphoric energy of all the fans of the tournament.
McDonald’s – GOL! 2014
The advertising spot showed people from all over the world surprising with soccer skills in everyday situations, reinforcing the idea that soccer unites everyone.
To accompany the launch, McDonald’s opted for an innovative augmented reality mobile game that invited consumers to experience the spirit of the tournament at their table.
As part of this interactive experience, the brand redesigned the potato chip packaging with illustrations created by 12 international artists. Each box included instructions to download the app and participate in virtual challenges.
The result was a global success.
The application was used in more than 120 countries, generating a strong involvement of young families and consolidating McDonald’s as an accessible and approachable brand that turns every moment into an opportunity for play and connection.
Challenges and risks faced by brands during the World Cup
Participating in the World Cup is a unique opportunity to connect with global audiences and build a lasting cultural impact. However, this scenario also poses challenges that can put both investment and brand reputation at risk.
Identifying and understanding these obstacles is key to making informed decisions and designing more effective strategies.
- Advertising saturation
As this is an opportunity that occurs every 4 years, many brands compete at the same time, creating an environment saturated with messages.
The result? The public’s attention is scattered and it is more difficult to stand out.
The solution? Avoid constant bombardment and focus on creative ideas that are consistent with the brand’s identity to achieve an authentic connection.
- Perception of opportunism
If the campaign lacks a clear and genuine message, fans may perceive it as opportunistic, which damages the brand’s credibility.
In other words, any activation or association with the World Cup must be authentic and consistent with the values the brand represents.
Key tips for planning an effective strategy
To stand out in such a competitive and media event as the World Cup, it is essential to have a well-defined strategy, creative and aligned with the brand’s values.
Connecting with fans goes far beyond understanding their habits or preferences.
It requires generating narratives that really make sense at every touch point, leveraging data and creating experiences capable of cementing long-term relationships.
Ready to take your brand to the 2026 World Cup? Contact us and find out how we can help you design experiences that authentically connect with millions of fans around the world.
