What brands are paying to advertise around the World Cup

This story is part of our week-long editorial series on how major retailers, fashion conglomerates, beauty brands and CPG startups are leveraging this year’s biggest-ever FIFA World Cup to their advantage.

The 2026 FIFA World Cup kicks off on Thursday and will continue until July 19, with matches held in 16 cities across the U.S., Mexico and Canada. 

The event is set to surpass previous viewership records, with an estimated 6 billion global tournament viewers and 1.5 billion predicted to watch the final, according to FIFA. Around a third of Americans plan to tune in, according to a May YouGov survey.

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