2026 FIFA世界杯全球品牌手册

FIFA World Cup2026 globalbrand handbook How brands can capitalize on fan engagement, maximizesuccess, and measure impact. Contents Foreword & key takeaways State of global football & FIFA World Cup fandom FIFA World Cup fans & sponsorship U.S. deep dive: FIFA World Cup on-siteevent considerationsFIFA World Cup brand impact &audience activation 4 Methodology Foreword It’s not a platitude: the data clearly shows that the FIFA WorldCup 2026 is bigger than football itself. This isn’t just atournament, it’s a cultural event with a gravitational pull thattouches sport, music, travel, and identity. And the buzz backs it up.Months before a ball is even kicked, consumer excitement in thethree host countries has already surpassed levels seen at the samestage of the Qatar tournament four years ago. followed on social media, watched in highlight reels, debated withfriends – suddenly right there, in their city (or the one they’veeagerly traveled to). This kind of moment doesn’t just driveengagement; it creates the kind of emotional intensity that brandsdream about being part of. And the smartest brands aren’t waiting for kickoff. The impact ofsponsorship is already visible as companies align not just with afour-week event, but with a movement – the rise of football cultureacross North America and the shifting way younger audiencesconnect with sport. Early movers are seeing real returns well aheadof the opening whistle. The audience? Exactly who today’s brands want to reach. Globally,FIFA World Cup fans skew younger and carry above-averagespending power. And the highly desirable, younger fans are evenmore interesting – they’re significantly more likely to not onlynotice sponsors, but to view a brand’s FIFA World Cup sponsorshipin a positive light. The research that follows lays out the full picture. Whether you’re abrand weighing your first move into football, or a rights holderlooking to maximize what you’ve got, the takeaway is simple: this isthe opportunity, and the window is now.” For millions of North American fans, this will be the first time theysee their favorite global football stars play live. The players they’ve Nicole PikeGlobal Head, YouGov Sport Key takeaways More than 4 in 10 global adultswill follow the FIFA World Cup2026, reaching far beyond justfootball enthusiasts North American fans are abuzzabout the tournament: a rareopportunity to see internationalfootball stars on their home turf Association with the FIFAWorld Cup positively impacts abrand’s purchase likelihood,trust, and relevance •While Mexicans exhibit the highestlikelihood to engage across the threehost countries, growth opportunitiesare strong in the U.S. and Canada,where fans are significantly younger,less price sensitive, and eager tomaximize their on-site fun at matches •FIFA World Cup fans are younger,higher earners than the average adult,and more likely to be males •In some global markets, upwards of80% of FIFA World Cup 2026 likelyfollowers indicate they view sponsorsof the tournament more favorably •Younger fans are the most receptive toFIFA World Cup 2026 sponsors,indicating higher likelihood to bothrecommend sponsor brands to othersand purchase/try brands associatedwith the tournament •In addition to feeling sponsor brandsare more trustworthy and sociallyrelevant, FIFA World Cup fans in theU.S. also appreciate and expectspecial discounts from sponsors •Social experiences (and easyopportunities/moments to share them)are a priority for match attendees State of globalfootball &FIFA World Cupfandom Globally,individuals consider themselves active football(soccer) followers Europe exhibits the most consistent fandom across the four regions, with 20%+ actively following the sport in tested markets. Multi-countryaverage International football followers are more likely to identify asmale and earn a higher income than the overall global population In the U.S. and Canada, football followers skew younger than theaverage adult – a dynamic unique to these 2026 host countries FIFA World Cup 2026 global brand handbook Messi, Ronaldo, Mbappé, and Neymar are the most popularplayers in each of the 2026 host countries The FWC 2026 will be the first opportunity for many of these fans to see their favorite players live in a major international competition. 42% of global adults say they are likely to follow the FIFA World Cup2026, indicating the tournament casts a net wider than core football fans Percentage of general population very or somewhat likely to follow the FIFA World Cup 2026 25 to 44-year-olds show the highest global likelihood to followthe FIFA World Cup 2026 Select callouts Multi-country average •Likelihood to follow the FWC 2026 ishigher among respondentsunder age35compared to older generationswithin the following countries: •U.S., Canada, Germany, Denmark,France, Great Britain, Spain, Sweden,Switzerland, Australia, and Singapore •Likelihood to follow the FWC 2026 ishigher among respondentsages 35+c