When the 2026 FIFA World Cup kicks off on June 11, the moment will mark several milestones. The tournament is the first to be hosted by three countries and the first to include 48 teams. It is also arguably the first time that major marketers have activated around the World Cup in such a significant way, with some making their largest investments to date in soccer this summer.
More than four in 10 global adults are likely to follow the World Cup, with fans skewing younger, male and higher income, per a recent YouGov report. In some markets, more than four in five fans say they view sponsors more favorably, with sponsorship increasing brand trust, relevance and purchase likelihood.
“This isn’t just a tournament, it’s a cultural event with a gravitational pull that touches sport, music, travel, and identity,” said Nicole Pike, global head of YouGov Sport, in the report. “The impact of sponsorship is already visible as companies align not just with a four-week event, but with a movement — the rise of football culture across North America and the shifting way younger audiences connect with sport. Early movers are seeing real returns well ahead of the opening whistle.”
While brands without official sponsorships are also getting in the game, demonstrating how large the halo effect could be for World Cup advertising, there remain concerns around travel demand and the fraught political climate in the U.S. Below, Marketing Dive is tracking the campaigns that are looking to engage soccer fans this summer.
