2026 FIFA World Cup: Here’s how the biggest brands are spending millions

The 2026 FIFA World Cup is set to be the largest in history, marking a significant milestone in the sport's evolution. This event will be held in the United States, Canada, and Mexico, bringing the tournament to North America for the first time since 1994. As the world's eyes turn to these three countries, the opportunity for global brands to connect with soccer fans on a massive scale is immense. However, with companies paying millions to reach these fans, the challenge lies in standing out from the noise and creating meaningful connections.

In an episode of FC Explains, Fast Company Senior Staff Editor Jeff Beer delves into the strategies that major brands are employing to engage with soccer fans during the 2026 FIFA World Cup. Beer's exploration is informed by insights from Roger Bennett, co-founder of Men in Blazers, who emphasizes the importance of compelling storytelling and authentic fan culture. According to Bennett, these elements can sometimes matter more than the action on the field itself.

Brands are recognizing that simply being present at the event is no longer enough. They must go beyond generic marketing and instead focus on creating authentic connections with fans. This means understanding the unique dynamics of soccer culture and tailoring campaigns to resonate with fans on a personal level. By doing so, brands can foster loyalty and create lasting impressions that transcend the duration of the tournament.

One of the key strategies being employed by major brands is leveraging global league sponsorships and tournament partnerships. This approach allows companies to build connections with fans over an extended period, rather than relying solely on the World Cup itself. For instance, Verizon, a major sponsor of Major League Soccer (MLS), has been investing heavily in the sport to build a strong foundation of soccer fans in the United States. By doing so, Verizon is well-positioned to capitalize on the increased interest generated by the 2026 FIFA World Cup.

Similarly, Anheuser-Busch, a long-time partner of FIFA, has been a consistent presence at soccer events for decades. The company recognizes that its brand is deeply intertwined with the sport, and it is committed to maintaining that connection. By focusing on authentic fan experiences and storytelling, Anheuser-Busch aims to avoid the "cultural wallpaper" effect that often plagues major sporting events. This approach ensures that the brand is more than just a background element; it becomes an integral part of the fan's experience.

However, the road to success is not without challenges. With so many brands vying for attention, it's crucial for companies to differentiate themselves and offer something unique. This is where compelling storytelling comes into play. By crafting narratives that resonate with fans, brands can cut through the clutter and create memorable experiences. For example, a brand might choose to highlight the stories of local soccer fans or celebrate the cultural diversity of the sport.

In addition to storytelling, authenticity is key. Brands must be genuine in their engagement with fans and avoid coming across as insincere or out of touch. This means understanding the nuances of soccer culture and being willing to adapt strategies to better align with fan expectations. By prioritizing authenticity, brands can build trust and credibility, which are essential for long-term success.

Ultimately, the 2026 FIFA World Cup presents a once-in-a-lifetime opportunity for brands to connect with soccer fans on a global scale. However, standing out in a crowded market requires more than just a significant investment. It demands a deep understanding of fan culture, compelling storytelling, and a commitment to authenticity. By embracing these strategies, brands can create lasting connections with fans and leave a lasting impact on the sport and its audience.