The world’s premier international football competition will return in 2026 shaping up to be one of the most significant sporting events in history, and its impact will be felt far beyond the pitch. For the first time in three countries hosted jointly by the United States, Canada, and Mexico, this will be the first World Cup featuring an expanded roster of 48 teams, promising an even broader global audience. For sports marketers, the opportunities surrounding the 2026 World Cup are immense, and the event is set to redefine the future of sports marketing.
In the northern hemisphere summer of 2026 there will be a new World Cup, which will have an increase in the number of participants and promises to be the biggest edition in history.
Here’s what the 2026 World Cup could mean for the world of sports marketing and how brands can prepare to maximize its potential.
Unprecedented Global Exposure
The 2026 World Cup will likely be the most-watched edition of the tournament, with the expanded number of teams bringing more nations and fanbases into the fold. The international appeal of soccer continues to grow, especially in the U.S., where the sport has rapidly gained popularity. This event will give brands access to a massive global audience, spanning different cultures, languages, and demographics.
This unprecedented exposure means marketers need to think globally, adapting their messages to resonate with diverse audiences. Whether through global campaigns or localized content, brands will need to find ways to create culturally relevant and impactful messaging.
The Power of Multichannel Engagement
With social media, streaming platforms, and digital content on the rise, traditional media is no longer the sole focus for advertisers. The 2026 World Cup will likely see a multi-platform approach, where brands can connect with consumers across various touchpoints—live broadcasts, social media campaigns, YouTube highlights, and TikTok trends, among others.
This will push marketers to innovate and create immersive experiences that keep audiences engaged. From real-time interactive ads to fan-generated content and augmented reality experiences, the possibilities for engaging consumers are virtually limitless. Brands that embrace these platforms will have the opportunity to create lasting connections with fans by being part of the conversation both during and after the games.
Athlete-Brand Collaborations Will Reach New Heights
As athletes become increasingly influential outside of their sports, the World Cup offers a chance for brands to collaborate with players in unique ways. Major stars like Vinicius Jr, Kylian Mbappé, Rodrygo, Jude Bellingham and emerging talents like Alejandro Garnacho and Luis Díaz will have enormous visibility, and partnering with them can help brands tap into their global fanbase.
Beyond traditional endorsement deals, brands will have the chance to engage athletes as content creators, social media influencers, and even brand ambassadors for causes. Creating authentic collaborations with athletes that reflect shared values will be essential for capturing the attention of their followers, who expect more than just logos on jerseys.
Sustainability and Social Impact at the Forefront
As the sports world moves toward greater accountability, sustainability and social responsibility will likely be major themes during the 2026 World Cup. Fans and consumers increasingly want brands that stand for something more than profit. Therefore, sports marketers will need to consider how their campaigns align with these values.
Whether it’s sponsoring eco-friendly initiatives, supporting social justice movements, or launching community-driven campaigns, brands that demonstrate a commitment to meaningful causes will resonate strongly with modern audiences. For the 2026 World Cup, there will be numerous opportunities for brands to showcase how they contribute to positive social impact, aligning themselves with the values that fans hold dear.
Preparing for Regional Opportunities
The North American location of the 2026 World Cup opens the door for brands, especially in the U.S., Canada, and Mexico, to engage regional audiences on a large scale. Sports marketers will need to craft campaigns that appeal to these distinct markets, tailoring messages that connect with local cultures and traditions.
U.S. brands, in particular, will have the opportunity to take advantage of the event to further drive soccer’s growing popularity stateside. As the country embraces the sport more fervently, there is a huge opportunity for brands to engage both new soccer fans and those who have supported it for decades. Similarly, Canadian and Mexican brands can leverage national pride and local narratives to create powerful connections with their audiences.
Leveraging Data and Technology
Finally, technology and data analytics will play a key role in how marketers approach the World Cup. Brands will need to leverage the massive amount of data generated during the tournament to understand consumer behavior, track trends in real time, and refine their campaigns on the fly.
From targeting specific demographics with personalized ads to using AI-powered tools to analyze fan engagement, data will be a powerful tool for marketers to create more relevant, timely, and effective campaigns. As the World Cup unfolds, brands will need to stay agile, continuously optimizing their strategies to keep up with the evolving landscape of the event.
Start Preparing Now
The 2026 World Cup presents an extraordinary opportunity for brands to make a lasting impact on a global scale. To succeed, sports marketers must begin planning now—developing strategies that embrace cultural diversity, leverage new technologies, and foster authentic connections with fans. The brands that can do this will be well-positioned to capitalize on the biggest sports event of the decade, and leave a lasting impression on millions of consumers worldwide.
The countdown to 2026 has already begun—are you ready to be part of the action
