The FIFA World Cup 2026 will attract billions of fans across the globe, and for brands to capitalize on this demographic, marketers must develop marketing strategies that align with this global event.
The United States, Canada, and Mexico will host next year’s World Cup, making this sporting event multicultural and generational. According to market research, the 2026 World Cup is expected to be one of the most-watched sporting events in the world, surpassing the previous World Cups in viewership—65% of all US Gen Z and 57% of all U.S. 13-to-63-year-olds are projected to engage in the World Cup.
Whether you’re a global brand or a local business, brands must develop campaigns that engage soccer fans and World Cup enthusiasts. Aligning your brand’s marketing efforts with the World Cup can increase brand visibility, generate sales, and develop customer loyalty.
However, aligning your brand with such a massive event requires a strategic approach to avoid sounding inauthentic or opportunistic. In this blog, Skyline Studio will explore how brands can effectively tap into the World Cup spirit and develop campaigns that resonate with fans while staying true to their core values.
1. Create a loyal community by sponsoring local teams, events, or tournaments.
With over 32 million new soccer fans expected between now and the end of the 2026 World Cup, brands can develop sponsorships with local or regional teams, events, or tournaments to build momentum and increase fan engagement.
Sponsorships are a tried-and-true way to align your brand with the World Cup. Brands can sponsor specific events, tournaments, or even teams to get exclusive exposure during the tournament. While official FIFA sponsorships can be expensive, many other opportunities are available, such as sponsoring local viewing parties, fan events, or regional tournaments.
By aligning with specific teams or athletes, your brand can tap into their fan base and create a stronger emotional connection. Tying your sponsorship efforts to a team’s journey or a memorable World Cup moment will deepen the bond between your brand and the audience.
2. Live streaming content creators increase purchase intent with fans.
Live streaming has become a dominant force in how audiences consume content, and content creators on platforms like Twitch, YouTube, and TikTok are leading the charge. Research indicates that 42% of people in the US have watched live-streamed content—a significant number of consumers engaging in live content.
Brands looking to engage with fans during the World Cup should prioritize partnering with content creators to create a live-streaming strategy. According to market research, the live-streaming e-commerce industry is projected to grow 36% in the U.S. by 2026.
Live streaming offers real-time, authentic interactions between creators and their audiences, which can foster a deeper connection to your brand. During high-energy events like the World Cup, fans flock to their favorite creators for commentary, reactions, and live match discussions—in fact, 45% of people would pay to watch live video content from their favorite team or performers.
By aligning your brand with sports-related creators, you can tap into their loyal, engaged communities and seamlessly integrate your products or services into a natural, interactive setting.
Creators can offer unique value in brand collaborations through live watch parties, behind-the-scenes content, fan reactions, or soccer-related gaming experiences. Authenticity is key to creating a game-winning strategy. Audiences trust content creators who share their passions; if your brand aligns with that, it will resonate.
Moreover, live streaming platforms allow for instant feedback, enabling brands to see how their campaigns perform in real time and adjust accordingly. This dynamic environment creates endless opportunities for brands to engage with fans during key moments in the World Cup.
3. Social Media continues to be a dominant force for brands to generate fan engagement.
Soccer fans are among the most passionate and vocal supporters. Social media provides a powerful platform for brands to amplify their message and engage with fans in real time.
According to research, 43% of young adult sports fans follow their favorite league on social media, so developing social media marketing campaigns drives fan engagement and increases team loyalty and sales.
The World Cup presents a unique opportunity for brands to engage directly with soccer enthusiasts in an organic and meaningful way. Whether through live match commentary, fan polls, behind-the-scenes content, or meme-worthy moments, social media allows brands to be part of the conversation as it unfolds, which helps keep your brand top-of-mind throughout the tournament.
Social media is a crucial marketing tool, especially for sports fans. Research indicates that 32% of sports fans use social media while watching games. For this reason, brands must develop a social media marketing plan for the World Cup. Social media allows brands to amplify content through sharing, likes, and comments, providing a wider audience reach.
To engage soccer fans during games, brands should consider using hashtags related to the World Cup or creating branded hashtags to foster conversation around their campaigns.
Moreover, platforms like Instagram and TikTok enable interactive features such as Stories, Reels, and live videos, making your content more immediate and personal. Fans are looking for exciting, shareable moments, and brands that tap into this desire for instant gratification can see great results.
4. Harness the power of experiential marketing to create memorable fan experiences.
Experiential marketing and sports marketing are a perfect marriage because experiential marketing is meant to create memorable, immersive experiences for fans. The world of sports is all about connecting fans with their favorite athletes or teams to create fun and engaging experiences.
Experiential marketing can be incredibly effective for World Cup and soccer enthusiasts. Fans are emotionally invested in the event and its atmosphere. After interacting with it at a live event, 66% of event attendees report feeling more optimistic about a brand.
Consider setting up branded pop-up events, immersive viewing parties, or soccer-related activations in key markets. These events could feature VR experiences, live match screenings, and interactive fan zones, allowing people to fully immerse themselves in the World Cup experience while engaging with your brand.
Partnering with local venues, such as sports bars or stadiums, for exclusive activations or fan experiences can further amplify your reach and build fan trust. According to research, 71% of younger generations report increased trust following brand interaction at events.
Engaging fans in real time with physical experiences helps create lasting, positive associations with your brand. To fuel a more engaging fan experience, integrate social media sharing features into your experiential marketing activations. This will allow attendees to instantly share their experience with friends and family, organically expanding your campaign’s reach.