Beatriz Kaori Miyakoshi Lopes

Grab your face paint, prepare your popcorn (and your heart), and be prepared to go nuts as the biggest global football event starts this week!

Back in 2022, I talked about how football was a golden opportunity for marketers. How have things changed in four years? Quite a bit!

But one thing remains the same: the unending popularity of football (or soccer, depending on where you are). And it presents a better-than-ever opportunity for advertising. In 2022, tournament viewership was around 5 billion people. This year, it’s projected to reach 6 billion — approximately 73% of the global population! And a whopping 6.5 million people plan to travel and see the games live.

Even if you’re not that big into sports (like me), this football tournament is a special time every four years — like the Olympics — where the whole world gathers to watch matches. The international visibility, star power and, yes, even meme potential make the Cup more than just another sporting event.

The Importance & Scale of The Tournament In 2026

What makes this event different? Geography, first of all. Hosting is a shared sport, and this is the first time the event has been back in North America since 1994. The United States, Canada and Mexico will co-host the games across 16 cities. Not only will we see three opening ceremonies for the first time, but each one of those 16 cities can raise its own local funding, which is also a big first for the event and presents new marketing opportunities. For the first time ever, 48 teams will compete across 104 matches in just 39 days — the largest tournament yet! 

In Brazil, this tournament is the biggest event every four years, period. The Olympics do not compare, believe it or not. It wasn’t a question of whether brands should capitalize on the opportunity to advertise, but rather which ones could afford to do so. (Everyone still tries, sometimes a bit desperately.) The entire country stops when our national team is playing — banks freeze, restaurants fill with fans and the streets are empty. In Brazil, TV is still a strong advertising channel, and fans don’t just watch the ads aired during intervals, but remember them. Years down the line, Brazilians still recall particular ads or jingles from many Cups ago. And it’s not just Brazil.

via GIPHY

What the streets look like during a match.

Standout Advertisements We’ve Seen This Year

The cultural impact of football varies across countries, but even in the United States, the sport has risen dramatically in popularity and has become more popular than baseball. In fact, the American market is the largest for international football.

What made this change happen? A big part is thanks to the globalization and digitization of the event. The entire world tunes in to watch these international matches every four years with increasingly high numbers. It’s no longer a sport only popular in Europe or Latin America.

That makes advertising a true battle for the giants. Global brands fight for the best deals and spots (including streaming platforms and YouTube). The biggest brands that historically take part in the Cup continue to up their game, such as:

It’s not just about securing an ad spot, but also about how brands can reinvent themselves and bring in a new take to the event. Light-hearted, fun ads have historically been the most popular. (And, of course, having stars join in the fun doesn’t hurt.)

Adidas, in particular, upped the star power by mixing in famous football stars (Lionel Messi, David Beckham) and celebrities (Timothée Chalamet and Bad Bunny):

Some brands, like Heineken, are even going local with their marketing strategy. Not only did they invest in digital ads, but the company also sent promo kits to popular bars for football fans, as well as providing volunteer time off for employees, to help the community, and catch a game. 

Something that McDonald’s got right in 2022 was the importance of local, culturally relevant campaigns for each region. They did late-night deliveries for China (due to the timezone) and photo snaps with yellow and red cards in the Middle East. This year, though, they went in another direction and focused on a single global campaign, offering themed cups and plushies. Fans have received it with mixed feelings compared to the brand’s previous, localized advertising efforts.

The Appeal of Localized Advertising

Localized advertising seems to be the right play, especially in 2026. Having the United States as a host country brings a unique opportunity to mix in a bit of American football. Brands like Paddy Power, for example, did just that in this fun ad that pits United States and United Kingdom traditions head-to-head (my personal favorite ad of the season):

This year’s jam-packed schedule across 16 cities makes this event a certified road trip experience — and cross-country travel is another American tradition that one brand expertly highlighted in its ad: 

How To Indirectly Capitalize on the Popularity of The Tournament

So, what can your brand do as the games get underway this week? Even if you’re not an official event partner, social media is a great way to capitalize on the opportunities this football series presents.

Importantly, only official sponsors can use trademarked assets, such as imagery, logos, terminology, etc. But indirect opportunities are ripe for picking. 

Here are some tips for brands that want to capitalize on this year’s games indirectly on social media:

  • Show pride in your favorite country by leveraging its colors and getting involved in fan culture on social media. 
  • Share a meme or reference an iconic match moment. That can do a lot more for engagement than generic sports imagery.
  • Experience the event with everyone else! Watch along with fans, enjoy the matches, post about your frustration at failed goals (or excitement when it was against your team). Sharing in the ups and downs is part of what makes football so special for many.

Whatever you decide to do, though, here’s a tip: Don’t wait until the finals start to make your first post or engage on social media. By then, a lot has already happened, and you may have missed some big opportunities — and you’ll need to wait another four years to get involved again.

One common mistake is thinking there is only a single opportunity to market during this once-every-four-years global event. Don’t fall for that. There will be plenty of opportunities before, during and even after the event — with big ups, downs and many popular culture references waiting for you to post them and get in on the action.

Here’s a non-football example of what I mean: Oreo’s perfectly-timed tweet during the infamous Big Game blackout of 2013. It was a timely post that got the vibe just right. Your brand might have the opportunity to do something similar this year during one or more of the 100+ matches, so be ready to take advantage!

Final Thoughts

Think of this event as a season of high energy for focused marketing. The first phase, which starts this week, is all about the pre-tournament, where things will start to heat up. The full heat will come during the knockout phase (June 28 to July 15) when a single defeat means going home. 

Keep in mind where your country’s team is during each stage to capitalize on the right message. By that I mean, you don’t want to schedule content that mentions making the finals if your team just lost. But content about the frustration of that loss? All good — and sometimes even more popular than victory posts, if done with the right tone.

And the climax (both game- and marketing-wise) will be on the weekend of July 18 and 19, when the final happens. This is where your marketing work pays off. After that, it’s time to pack up and start ideating on possible strategies for next time.

As with all sporting events, the most important part is to have fun. Keep it light, keep it fun and engage with the football fans in your audience. Cheer, get frustrated at lost goals and penalties — it’s all part of the fun!