FIFA World Cup 2026

Inside US soccer leagues’ plans to make World Cup fans stick around

How Lay’s met the moment of bandwagon fandom this World Cup

How longtime FIFA partner Adidas is leaving its mark on the World Cup

The World Cup’s hydration breaks are lucrative. Are they worth frustrating fans?

Mandatory hydration breaks have drawn criticism en masse from soccer viewers—and some marketers.

How brands are embedding themselves in World Cup hype on Reddit

Reddit’s creatives are encouraging advertisers to adopt a “listening first…talking second” approach to win over soccer fans.

Why Miller Lite sent a barge loaded with beer to Miami

Because Scotland’s Tartan Army was there for the World Cup, of course.

Inside Fox Sports’s World Cup marketing blitz

The network is throwing serious marketing might behind its World Cup rights, including a Miracle on Ice–themed ad and the hiring of “chief World Cup watchers.”

Inside Unilever’s World Cup sponsorship strategy

The personal care giant is an official sponsor of the tournament with several pro athlete partners, but its World Cup push is largely centered around influencers.

How soccer creators are helping to make the World Cup more than a moment

Leagues like La Liga in Spain and Bundesliga in Germany are eager to hook American fans this summer, and they’re using influencers to do it.

How US soccer clubs and leagues are scoring more fan data

Soccer fandom is on the rise ahead of the World Cup, and marketing execs in the sport are thinking about how to best capture data about their growing fanbases.

How the National Women’s Soccer League is building momentum for brands

The league has a new CMO, Rachel Epstein, and CCO, Brian Kelly, who are working to kick audience and sponsor growth up a notch.

Visa taps Jason Sudeikis, soccer stars for ‘Tap In’ World Cup campaign

The latest 2026 World Cup activation from the longtime FIFA sponsor leverages the tap-in goal in an effort to associate Visa with ease and access.

For its World Cup campaign, Lowe’s is betting big on Messi—literally

The home improvement retailer’s summer soccer campaign hinges on 10-foot-tall inflatables of the soccer icon.

Cup runneth over: Inside the alcohol brands pouring marketing into soccer this year

Companies including Michelob Ultra and Modelo are making unprecedented investments in the tournament as brands across the category go all-in on star-studded, multichannel campaigns.

Axe asks soccer fans to go out on a limb for World Cup tickets

The Unilever-owned brand is offering tickets to a handful of fans who don their craziest FIFA-themed fit and ask someone out on a date.

Mondelēz taps soccer superstars to get people snacking during World Cup

The food and beverage giant partnered with soccer icons Alex Morgan, Sophia Smith, and Christian Pulisic—as well as Pitbull—for its “Summer of Soccer” campaign.

How soccer orgs and sponsors are putting local spins on World Cup campaigns

The tournament spans 16 cities and three countries this year, leaving leagues, host committees, media rights partners, and sponsors with the task of tailoring their marketing efforts to many different markets.

Inside Major League Soccer’s World Cup year marketing playbook

From its opening campaign to partnerships lasting beyond the World Cup, the league is primed to “pull every lever” in an effort to convert four-year fans into die-hard audiences.