2026 World Cup: More Than Just a Tournament. An Opportunity for Brands

The 2026 World Cup will mark a milestone in soccer history, bringing together 48 national teams and 104 matches for the first time ever.

Beyond the change in format, this expansion represents an unprecedented opportunity for brands, sponsors, and media organizations. More matches mean larger audiences, more content, and more opportunities to spark conversations and connect with fans.

Each match will create new possibilities for delivering relevant experiences and strengthening brand presence across markets around the world.

That’s why the 2026 World Cup will not only be the largest tournament in history but also one of the most significant communication and marketing platforms in global sports.

The question is: Who will make the most of those 104 opportunities to connect with audiences?