2026 is the year our hometown, Kansas City, takes the stage while the world’s biggest sporting event comes to North America. The FIFA World Cup brings an unprecedented impact, drawing billions of global viewers, filling stadiums, and boosting revenue for local and national brands.
This year, things are even bigger. The tournament is expanding to 48 nations—double the amount from the last time North America hosted in '94. With more countries in the mix, the energy is going to be electric. In 2022, over 5 billion people engaged with the tournament. In 2026? We’re looking at a level of fandom we've never seen before.
By the Numbers
This event is much larger than soccer; it’s a massive economic engine. Here’s the big picture:
If those numbers feel a bit intimidating, don't worry. You won’t need a $60 million sponsorship (the average price tag in 2022!) to win. You just need a game plan.
Here are five simple ways your brand can capitalize on World Cup buzz right now.
Soccer fans, especially those traveling internationally, are researching their travel, hotels, and itineraries now. Outside of the FIFA scheduled games, fans want to explore museums, theaters, restaurants, local sports, and more. Every brand that is even adjacent to entertainment, tourism and hospitality should anticipate engagement starting as early as Q1.
2. Plan a Watch Party
There’s nothing like the energy of a crowd. Create a unique space for fans to unite—think outdoor projectors, picnic seating, and music or flags that represent the playing nations.
💡 Pro Tip: Use a digital sign-in or a giveaway to capture emails. Those soccer fans could become your brand's newest customers.
3. Highlight Cultural Cuisine
Partner with local immigrant-owned businesses or research the cuisine of the visiting nations to inspire a limited-time menu. Kansas City is already working to make visiting nations feel at home. Don’t forget to highlight dishes that may be unique to your city so visitors can get a taste of something local.
4. Tell a Human Story
By June, brands will be at their peak for World Cup-themed promo. Meet fans where they are consuming the most media: mobile, ecommerce and broadcast. While there will be a lot to consume, connect your brand to the emotion to make it more personal. Is there a Team USA player that went to High School near your city? Do you have an employee that is a superfan that could be featured? Can the smallest qualified nation be the next Cinderella Story?
5. Follow Real-Time Content and Trends
Capture the energy and attention while it’s happening! Follow close matches, upsets, stand-out players, and tailor your content to highlight things happening in the moment. Lean on timely memes, viral social media trends and user generated content. Consider lightening your content team’s workload in June and July so they have the bandwidth to jump on trends as they happen.
2026 is going to be electric, especially right here in our backyard. Now is the time to set some plans for success before the world turns their attention to 104 soccer matches. By staying agile, getting personal, and leaning into the local buzz, you can make sure your brand doesn’t get left on the bench. Is it too early to start our U-S-A chant?