With the 2026 World Cup on the horizon, one of the largest sponsorship portfolios in sports has already been finalized.

But more than the brands themselves, what’s interesting is how they’re distributed.

On one hand, the FIFA Partners:

- Adidas (official kit)

- Coca-Cola (beverages)

- Visa (official payments)

- Hyundai-Kia (mobility)

- Qatar Airways (official airline)

- Lenovo (technology)

- Aramco (energy)

Brands that don’t sponsor a single event, but rather the entire FIFA platform.

Then, the sponsors of this edition. That’s where experiences, content, and retail really come to life.

And finally, the regional partners. The ones who bring it all down to the local level.

👉 This is where Mexico comes in. Because sponsorship is global, but the connection is always local.

A clear example:

Michelob Ultra with the Player of the Match.

104 matches.

104 brand moments.

In the end, the World Cup isn’t just the most-watched event.

It’s one of the most comprehensive commercial ecosystems in the world.

💬 Is your brand thinking of the World Cup as an event… or as a platform?