As the U.S., Canada, and Mexico each gear up to host the 2026 FIFA World Cup, brands are getting ready to score on and off the pitch.
Six billion people are projected to watch 48 teams compete across 104 matches when the global tournament kicks off on June 11, 2026. A further 5 million will watch in person at stadiums in cities including New York, Texas, Mexico City, and Toronto.
As the World Cup 26 draw unfolds on Friday (Dec. 5) at the Kennedy Center in Washington DC (with a guaranteed sprinkling of Trump-era theatrics), advertisers are already rolling out campaigns, stunts, and creative designed to reach both new and devoted fans.
Adidas and Coca-Cola are among those already investing heavily, with some top-tier sponsorship rights reportedly costing between $80 million $100 million. Other partners, such as Lego and Home Depot, are getting in on the action, too.
The ADWEEK team will be rounding up the best activations around the competition. Check back here regularly to see the latest brand work from the World Cup.
