Every soccer fan is revving up for the 2026 FIFA World Cup, set to take place from June 11 to July 19, an event jointly hosted by the U.S., Mexico, and Canada. FMCG and CPG brands should be licking their chops at the opportunity to reach and expand their audiences, even for those located as far away as in the MENA region.
An April 2026 PwC report showed that the global sports market, was projected to grow by 8.7 percent in 2026 from its $600 billion value. Saudi’s sports market size alone was expected to triple from $8 billion to $22.4 billion by 2030. This includes building 15 new stadiums for the 2034 FIFA WC it is exclusively hosting.
Post hosting its own FIFA 2022 WC which engaged approximately 5 billion people worldwide, Qatar is holding major events like the FIFA Arab Cup 2029 and 2033, having already organized the 2025 version.
Needless to say, the soccer fever is already building, but measuring buyer intent is no simple task when every other brand has a similar strategy, globally and locally.
Brands are wary
FIFA WC organizers, ticket buyers, travelers, brands and sponsors were left wary of U.S. President Trump’s potentially unleashing ICE officers during the event to crack down on visa visitors, with the threat being to detain and deport who they deem to be illegal aliens.
Former FIFA boss Sepp Blatter has joined calls for fans to boycott the 2026 World Cup over Trump’s immigration policies.
A May 2026 survey from the members of the American Hotel and Lodging Association in the 11 U.S. metropolitan areas that will host FIFA WC matches, showed 80 percent of respondents reporting hotel bookings tracking below initial forecasts, with nearly 65 percent citing visa barriers and broader geopolitical concerns as issues suppressing demand. High oil prices due to the closure of the Strait of Hormuz have also made travel plans exorbitant.
Concerns about high ticket price on the secondary market has led to FIFA being under investigation for price gouging. Expected transport costs reaching $100 and parking fees over $200 while attending matches have inflated budget concerns for would-be fans.
Buying the experience
While the above could dampen commercial intent, brands have a much bigger audience than the few millions that could attend the once every four years event. They are after the billions staying at home but feverishly following the tournament, many of whom expected to buy products in advance to improve the experience, several weeks before, during and following the WC.
While budgets are always a consideration, WC demand transcends product discounts. Shared experiences and social connections are what at stake for fans. Brands and sponsors that can activate campaigns and tap into the hive of shopping activity that seeks those rewards, stand to benefit the most.
A 2026 YouGov WC survey found that younger fans (especially under 35) are the most receptive to sponsors and are more likely to recommend, purchase, or try brands associated with the tournament.
It said around 48 percent of likely WC followers feel more positively toward brands sponsoring the World Cup, with the effect strongest among those under 35.
tvScientific, an AI-powered advertising platform that makes connected TV advertising accessible, measurable, and outcome-oriented for businesses, said in their 2026 Consumer Trends Report, that 70 percent of TV viewers watching a major event expect to second-screen, and almost one in five anticipate actively browsing or shopping while watching.
“Brands should move from generic match-day campaigns to partnerships that understand the actual fan journey. In the GCC, many matches will happen during late-night or early-morning viewing, when fans are watching on TOD by beIN through a Smart TV or mobile while ordering food, snacks, or coffee. A TOD by beIN x talabat-style partnership is timely, useful, and behavior-led. It connects entertainment, convenience, and consumption, making the brand feel like part of the match-night ritual rather than an interruption,” said Peter Mrkic, Managing Director, TOD by beIN MENA, the official streaming platform for FIFA WC 2026.
Keeping in mind that purchasing behaviors are fundamentally different than normal times, reaching the right people without bombarding them as they move across channels will be key. This will make ad spend work harder across divided moments during the whole tournament journey rather than constantly repeating the same message, to the same audience to attract digital store visits and drive sales.
What marketers face
WARC Media estimated the 2026 WC was to generate roughly $10.5 billion in ad revenue. For marketers used to linear models, this will be an uphill battle to reach audiences looking at second-screen commentary, podcasts and creator content.
Marketers in the Middle East face an additional timing challenge, with matches airing outside peak hours, with approximately 50–60 per cent of all matches estimated to fall within the 12AM – 8AM window in the GCC. This will limit budgets and branded promotions centered around food and beverage.
It doesn’t mean brands can’t still build awareness and drive performance, even if only on match replays and game highlights, as fans continue to dive into the stories and memes that follow wins and losses, be it on social, CTV or other media.
According to WPP, audiences in Saudi and the UAE demonstrate high trust in digital and traditional media, positioning them to become highly receptive to integrated sponsorship and digital fan zones.
In a MENA media market where ad spend is valued at $20bn across all media, according to PWC, the fight for consumer attention will be fierce. WPP reported data from global consumer insight company GWI, saying that between 80 percent and 91 percent of fans in the UAE, KSA and Egypt will use a second device while watching matches on TV to check stats or social media.
Brands will do well to make a strong connection before the tournament starts, and activate hard during matches, live or otherwise, creating powerful cultural moments that support continuous brand presence throughout the year.
“We plan to turn second-screening into active engagement through real-time features like FanZone, including interactive polls, predictions, quizzes and more. These experiences keep fans connected to the beat of the match while delivering a premium, immersive viewing experience that extends beyond the final whistle,” confirmed Mrkic.
Commercial partnerships
FIFA’s top commercial partners consist of brands that gain rights across all WC associated events, and include Coca-Cola, Visa, Hyundai-Kia, Qatar Airways, Hisense and Saudi Aramco. A level down is the sponsors tier, and include McDonald’s, Verizon, Bank of America, Frito-Lay, and Unilever. A third tier are regional supporters.
Estimates place official sponsor deals in the range of $75-100 million for the tournament cycle.
