The 2026 FIFA Men's World Cup is set to be far more than a football tournament. Staged across the United States, Canada and Mexico, it is rapidly evolving into the most glamorous and culturally significant sporting spectacle of the decade. With an unprecedented 48 teams and a projected $17bn economic impact, the scale is monumental. In a characteristically bold American move, FIFA has even announced the final will feature the event's first-ever halftime show.
Moving Beyond Traditional Advertising
Modern fans are not passive viewers; they are deeply loyal and demand more from brands than simple logos. Traditional advertising is losing its grip, while experiential marketing surges. Brands are now seeking meaningful, immersive ways to forge genuine connections. This shift is underscored by the latest IPA Bellwether Report, which shows event marketing spend has risen by 10.9 per cent.
The opportunity is clear, but the approach must be smarter. Brands must think bigger and bolder to capture the global imagination during this unique moment.
Experience, Purpose and Local Flavour
With ticket prices high, official fan zones and parks will be the epicentre of atmosphere for millions. Forward-thinking brands will create immersive brand villages in city centres and airports, filled with interactive games and live entertainment. Crucially, these activations must tap into and authentically represent local culture. An example was set with Visit Qatar at Euro 2024, where an authentic experience transported fans to the beaches of Doha.
Consumers now expect brands to lead with purpose. Research indicates that 78 per cent of people are more likely to attend events demonstrating a genuine commitment to sustainability. Furthermore, 85 per cent are more likely to support or buy from such brands. Greenwashing will fail; activations need measurable impact through zero-waste design, carbon-neutral logistics and upcycled materials.
Silence on social issues is also a risk. 64 per cent of consumers choose or boycott brands based on their societal stance, with half assuming the worst if a brand stays quiet. In a tournament set against a backdrop of potential cultural and political unrest, every decision must reflect care and due diligence.
Leveraging Icons and Grassroots Legacy
Top athletes are cultural icons, and the right collaborations can transcend sport. Successful partnerships might appear in food, fashion, or unexpected pop-ups, but authenticity is non-negotiable. A campaign for Lays saw Lionel Messi, Luis Suárez and Thierry Henry surprise fans in a local bar. The key is exploring the athlete's real passions and ensuring they genuinely love the product.
True legacy, however, is built at the grassroots level. Lasting impact comes from investing in youth football and local initiatives that break down pay-to-play barriers. Brands should consider the positive transformation legacy of the London 2012 Olympics, contrasted with the negative stories following other major events. The winning brands will be those that help keep the sport alive long after the final whistle.
The tournament also presents a golden opportunity for gastronomy. The UK's appetite for American and Mexican flavours allows bars, restaurants and beverage brands to craft immersive experiences that blend sport with global cuisine, while staying true to local culture.
The Digital and Tech Game Plan
A social-first strategy is absolutely vital. Fans will experience the World Cup through reels, memes and live reactions. Brands must tie their campaigns to this digital conversation, as Nike did with its #LikeALioness TikTok challenge for the Women's World Cup.
Gamification is another powerful tool to engage competitive fans, turning spectators into active participants. Think sensor-triggered activations, live scoreboards and digitisation. Adidas previously activated its AI-powered Connected Ball to deliver real-time data on ball speed and spin during major events.
The strategic playbook for 2026 is definitive: seamlessly blend sport with deep, authentic experiences. The brands that master this will not only win the World Cup moment but will also secure hearts, loyalty, and cultural relevance for years to come.
Jim McGorty is Creative Director at Brand Experience Agency onepointfive.
