Saudi Arabia and the United Arab Emirates stand out as two of the strongest markets in YouGov’s FIFA World Cup 2026 global brand handbook for sponsorship response, with likely followers in both countries showing some of the highest levels of positive sentiment toward sponsoring brands and sponsor notice across the markets measured.
The YouGov report, based on surveys conducted from March 13 to April 11, 2026 across 19 markets and on BrandIndex daily brand tracking, says 73% of likely followers in the UAE and 71% in Saudi Arabia feel more positively toward a brand when it is involved with the tournament, compared with a multi-country average of 48%.
It also says 74% of likely followers in the UAE and 79% in Saudi Arabia say they take notice of brands and companies that sponsor the FIFA World Cup, versus a multi-country average of 56%.
The report says 59% of the general population in the UAE and 68% in Saudi Arabia are very or somewhat likely to follow the FIFA World Cup 2026.
Across all markets, 28% of respondents rank the FIFA World Cup as the most impactful sporting event for sponsorship, ahead of the Olympics at 21%, the UEFA Champions League at 9% and the Super Bowl at 8%.
By country, 60% in Indonesia say the FIFA World Cup is the most impactful sporting event for sponsorship, followed by 55% in the UAE, 54% in Saudi Arabia, 45% in Mexico and 41% in India.
Tournament followers are predominantly male
The report says likely followers of the tournament are predominantly male at 65%, with 56% graduates and 29% in the higher income bracket.
It adds that likelihood to follow the tournament is higher among respondents aged 35 and above in Mexico, Italy, Poland, Hong Kong, India, Indonesia, the UAE and Saudi Arabia, while it is higher among those under 35 in the U.S., Canada, Germany, Denmark, France, Great Britain, Spain, Sweden, Switzerland, Australia and Singapore.
Among likely followers, 66% of those aged 18 to 34 say they take notice of FIFA World Cup sponsors, compared with 51% of those aged 35 and above, while the report says 80% of followers aged 35 and above in India and Saudi Arabia notice FWC sponsors.
Coca-Cola leads aided sponsor recall among likely followers
Coca-Cola leads aided sponsor recall among likely followers at 46%, followed by Adidas at 39%, Visa at 34% and Nike at 32%, the report says.
In Saudi Arabia, Coca-Cola is recognised as a sponsor by 45% of likely followers and Visa by 43%, while in the UAE the figures are 46% for Coca-Cola and 45% for Adidas.
The report says TV broadcasts and commercials, at 43%, and social media, at 41%, are the main channels through which fans recall noticing FIFA World Cup sponsor branding.
Among likely followers, 29% say sponsorship has led them to talk about the brand with others, 23% say they have purchased or tried the brand for the first time, 21% say they chose the brand over a competitor and 20% say they took part in a sponsor promotion or contest.
Lift in brand impression among fans
The report also includes case studies showing brand impact during and around the tournament cycle, including KIA, Airbnb and Michelob Ultra.
KIA, the official automotive partner of FIFA World Cup Qatar 2022, saw a lift in brand impression among fans of the World Cup Finals teams Argentina and France, as well as North American football fans, according to the report.
Airbnb saw a 17-point increase in purchase intent among avid FIFA World Cup fans in the U.S. after announcing its largest new host incentive program connected to FIFA World Cup 2026, while Michelob Ultra recorded an 11-point increase in positive impression among Canadian football fans after its redesign of the FWC “Superior Player of the Match” trophy and an accompanying ad featuring Lionel Messi.
