‘Unprecedented opportunity’: How marketers are warming up for the 2026 Fifa World Cup

With many millions more watching along at home, some of the world’s biggest sports stars involved and a wider constellation of events and activity, it’s hard to imagine a large-scale brand that won’t be pulled into the mega-event’s orbit. Much of that commercial marketing activity – sponsors, partnerships, licensing deals – is already inked. But there’s still plenty of room for activity. Here, leading sports marketers talk us through the field of play.

Val Middleton, head of sport, North America, M+C Saatchi: “The World Cup represents an unprecedented opportunity on US soil. With most brands and rights holders still in planning phases, there’s still time to act. Don’t overlook host cities activating matches and tapping local fandom (from hardcore fans to youth grassroots). Smart strategy will be connecting through significant moments people love. It’ll be about surrounding the sport, not just the primary IP. Brands must understand their desired return: appetite for long-term sport involvement versus conversion-only metrics. Looking ahead, expansion teams in leagues like the W and Unrivaled offer founding-level partnership opportunities with customizable storytelling and full integration with ownership while signaling forward-thinking. Expect more athlete and celebrity-led breakaway leagues following the Unrivaled model, creating new formats that prioritize fan engagement and entertainment over traditional structures.”

Tom Ingoldby, head of sport, Velvet: “Spotlighting smaller nations and showing up in fan zones, away from stadiums, remains an underutilized opportunity for brands. With countries like Jordan and Uzbekistan making their World Cup debuts, unexpected David v Goliath matchups will capture global attention, with the stories proving as compelling as the football itself. Viral moments, as we saw in the last tournament with the Moroccan fan dancing with the Senegalese supporters, are just as likely to happen off the pitch as on it. Brands don’t need to secure premium ad slots to make an impact: they need to be present where fans gather and unexpected stories unfold. Fan zones, where diverse supporters mix in close proximity, provide the perfect backdrop for surprise, emotion, and cultural crossover. The smartest activations will tap into local culture – music, food, art – as a way to elevate shared moments and root brands more deeply in the fan experience.”

Charlie Wade, chief client officer, VML Live: “The brands that win in sports don’t think about audiences as consumers only, but instead recognize their fandom. They use data to unearth passion points and media consumption habits to identify sports to align with. They look beyond ‘logo exchange’ with the rights holder, focusing on how the brand can uniquely activate a rights package to bring value to the sport and the fan experience. This is vital, especially as certain sports become crowded, requiring brands to work hard to stand out. Long-term partnerships or associations with a discipline are one way to showcase authenticity with supporters. Brands should view the World Cup as a springboard into a longer-term soccer commitment rather than a summer fling. And smart brands see that women’s sport is not just about purpose. There’s real commercial value in both players and tournaments, with distinct opportunities for partnerships and marketing that should be approached differently from the men’s game.”

Gregg Oldfield, CEO, Engage Digital Partners: “With the men’s football World Cup just nine months away, the smartest play for brands is to see fan communities as their true marketplace. Traditional big-ticket sponsorship still has value, but the real wins now come from tapping into first-party and social audiences that football properties already hold: millions of highly engaged supporters. Investing here delivers better ROI, longer-term loyalty and more cultural stickiness than a one-off logo on a shirt. This year has shown how quickly creators and fan-led leagues such as Kings League and Baller League can mobilize younger audiences, while gaming-style XP programs point towards a future where loyalty is rewarded through experiences, not just discounts. Brands that treat football as a community to belong to, not just an event to sponsor, will win.”

James Kirkham, founder, Iconic: “Are we finally escaping the World Cup cliché? Every World Cup brings the same tropes we’re all so tired of seeing: flag-draped ads, celebrity cameos clearly for the cash, soaring montages which never quite recreate Pavarotti in 1990. The smarter play now is to resist the familiar and lean into micro-communities. Football is lived in pubs, of course, but also parks, WhatsApp groups, kids’ football clubs, colleges, school groups and not just (if ever) broadcast feeds. Brands that respect those smaller rhythms – that are grounded, local, unvarnished – will be remembered, while big-budget clichés dissolve into noise. Now, there’s almost too much time as audiences don’t tune in right now. Even 100 days before is hard to rally excitement, until the end of domestic league seasons and fandom finally takes hold.”

Lewis Hadley, head of marketing, Super Awesome: “One of the clearest opportunities for brands in sports marketing is to go beyond blanket sponsorships and start connecting with fans at the level of passion and fandoms, especially when it comes to kids and teens. Sports and ambassadors are a huge part of young people’s identity and engaging with them in the right way drives a huge impact for brands. 61% of kids engage with their passions daily, with sports sitting alongside gaming and music as a top driver of their personal identity. For young people, ‘being a football fan’ isn’t a single label; it might mean following a specific player on TikTok, joining a gaming tie-in, or wearing merchandise that signals belonging to a community. Fandoms are powerful amplifiers: 73% of kids feel more positive about brands that collaborate authentically with someone or something they’re a fan of. With the men’s World Cup ahead, the smartest strategies will be those that treat sports fandom as a network of connected passion points and build for them authentically.”

Richard Boon, CEO, Oh Six: “Crossover is king. Blending athletes, creators and celebrities in cameos or collabs generates attention, sparks conversation and unites audiences beyond the field of play, lighting up the comments section. We’re also seeing creators add fresh personality to how fans consume live sport outside the traditional broadcast, offering brands new ways in. Global tournaments like the World Cup are rare, shared experiences on a massive scale and smart marketers will activate around national sentiment. Timing and context matter as much as spend. Authenticity still cuts through; partnerships with athletes who genuinely connect with a product resonate far deeper than forced endorsements.”

Adam Kimsey, UX design director, Imagination: “Fashion has emerged as a key arena for athletes to build cultural capital, with tunnel walks attracting millions of views, proving that style now rivals the game itself for attention. The NFL’s groundbreaking appointment of Kyle Smith as its first fashion editor underlines how seriously the league is treating style as part of the fan and brand experience. This isn’t just about off-field merch; it’s about positioning sport within wider cultural conversations, where streetwear, luxury fashion and athlete-driven trends set the tone. The opportunity lies in partnerships that move beyond logos-on-shirts and instead curate experiences that feel embedded in lifestyle. With the football World Cup next year, fashion offers a way for brands to stand out, but they must translate the global language of style into moments that feel authentic, accessible and aligned with the passions of younger fans.”

Jay Prasad, CEO, Relo Metrics: “Marketers often think they’re late to sports if they miss the pre-season hype cycle, but some of the biggest opportunities in 2025 are still ahead. We’re seeing a shift from logo-based exposure to ‘activations with velocity’: campaigns that spark cultural moments and measurable engagement. Smart brands are planning sponsorships that include influencer moments, hospitality integrations and content designed to move across social, not just signage. And with the men’s World Cup coming in 2026, the real innovation will be localized activations at a global scale – hyper-targeted fan engagement in each host city, stitched together with intelligent measurement. The future isn’t just about being seen, it’s about tracking what actually drives impact.”