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How Brands Can Make the Most of the FIFA 2026 World Cup

It’s already been 6+ years since FIFA awarded the 2026 World Cup to the United States, Canada and Mexico, and it’s shaping up to be the largest and most inclusive tournament yet. With the three host countries already qualified, 45 additional participants are in their qualifying journey to be part of a competition that will have 104 matches across 16 fantastic venues. While the teams are vying for their place, the sponsorship sales cycle is also well underway, with official FIFA partnership deals in the works, the unique FIFA + CONCACAF opportunity available, and Host City agreements open for up to 10 brands per city.


With less than three years to go before the games begin, our GMR FC team is working continually to advise and deliver for our clients. Here are three areas we’re recommending brands focus:

Procuring the right sponsorship.

With multiple unique entry points and price points across the FIFA landscape, the right partnership can create brand awareness with an already highly engaged audience. Football (soccer) fans are loyal and passionate—especially when it comes to supporting their teams & athletes—and will spend a considerable amount of effort/time to follow and consume dynamic content. Interestingly, 67% of football fans think brands are more appealing when they participate in sports sponsorship. There will be ample opportunities for brands of all sizes to leverage marketing benefits, and impactfully deliver significant brand presence as a sponsor.  

Driving Live Excitement.

For the 2026 FIFA World Cup the expected audience is over 5 billion people, and brands can take advantage of the tournament to drive excitement around their message through in-person and online experiences. The competitive spirit and unpredictable nature of a World Cup excites consumers and drives incessant conversations among the community. As an active partner of an event, a team, or an athlete, brands can be placed at the heart of the conversations, capitalizing on engagement across multiple levels.

Expanding Brand Presence.

The tournament will help brands expand their business, products, and services into new geographies and markets. It allows them to pinpoint their desired markets and target audiences with FIFA, an established property with a strong global fanbase. Just one of the benefits: a well-constructed campaign + global platform gives brands an opportunity to incorporate culturally relevant experiences that feel authentic to their unique markets and resonate directly with their desired audiences.

With just 967 days until the tournament begins, it’s time for your brand to ‘kick off’ and join in. GMR FC is here to help.