World Cup Brand Playbook: It's All About the Fandom | Muse by Clios

The 2026 FIFA World Cup will take place in 16 North American cities from June 11 to July 19, creating a major cultural moment driven by passionate soccer fandom. Soccer fandom often defines personal identity and will generate intense engagement during the event. Brands should plan campaigns that prioritize fans, sync sponsorships with grassroots appeal, and deliver real value through unique experiences and immersive entertainment. Marketers must segment messaging to reach diverse fan groups across regions and avoid generic advertising. Detailed data, tactics, and best practices can guide brands to engage authentically and contribute to the game's future.

Soccer fandom is so much more than a team's wins and losses. For some, it's a vibrant way of life that defines their identity each and every day. That powerhouse dynamic will stoke unparalleled excitement around the 2026 FIFA World Cup. Per We Are Social, brands should plan accordingly as they prep for the ultra-high-profile event, which runs in 16 North American cities from June 11 to July 19 next year.

"We wanted to give brands a practical roadmap for navigating the biggest, most culturally resonant World Cup ever," says Jas Dhami, head of sport at We Are Social N.A. "It's important that fans come first. While it's tempting for brands to jump in on a moment of this magnitude, our goal is to help them understand how soccer fandom is cultivated. So, they can engage authentically and contribute to the future of the game in a meaningful way."

Companies would be wise to sync their official sponsorships and adjacent campaigns to the ever-expanding grassroots appeal of soccer fandom across North America and beyond. Don't advertise at the audience. Instead, provide real value, unique experiences and immersive entertainment that meet fans where they live. Understand That All Fans Are Not Created Equal Footie boosters in Toronto and those in L.A. both share a love for the game.

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