Overview
The 2026 FIFA World Cup is a global economic powerhouse, projected to draw 6M viewers and over 5M fans to attend in-person at North American host cities.1 With a predicted 24% surge in global audience growth, this event is the biggest advertising event in a generation, a premier window to engage a captive, multi-screen audience through real-time activation strategy the competition for market share will be fierce as fans move from their screens to stadium steads and local businesses.2
This guide outlines how to reach audiences in real-time, securing your brand’s place in this major moment by driving increased visits, sales, and household penetration.
The When
For the first time since 1994, FIFA returns to North America, spanning 39 days of high-intensity live content.
- Host Countries: Canada, Mexico, & the United States3
- Key Matches: The tournament kicks off in Estadio Azteca, Mexico City on June 11 and final match at MetLife Stadium, New Jersey on July 193
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Activation Timeline:
- April - May 2026 (The Build-Up): Capitalize on post-March Madness momentum and early tournament buzz to build brand awareness.
- June 2026 (Kickoff & Primetime): Launch month-long activations to drive broad engagement during the peak of high-volume group stages.
- July - August 2026 (Finals & Retargeting): Reach fans laser-focused on the knockout rounds and finals, then leverage retargeting to sustain engagement after the games.
The Where
Reach fans at the intersection of their passions and real-world movements:
- The Traveling Fan: Capture the influx of domestic and international spending at airports, hotels, and tourist hubs.
- The Social Viewer: Leverage On-Premise targeting to reach the 54% of fans who plan to watch matches at sports bars, pubs, and restaurants.4
- The At-Home Enthusiast: Deploy a combination of CTV and Mobile to reach fans watching or hosting from home.
The Who
A new generation of younger, digitally native, and diverse fans is driving soccer’s popularity to new heights:
- Gen Z & Millennials: Comprising 76% of all US soccer fans, these groups are significantly more likely to attend games in person than the general population.4
- Hispanic Communities: Soccer’s growth is anchored by Hispanic fans, who make up 72% of younger sports enthusiasts.4 An estimated 27 million Spanish-speaking fans in the US will tune into the tournament.5
- Multi-Interest Audiences: GroundTruth insights identify top audience overlaps including “Sports & Recreation Visitors,” “Leisure Travelers,” “College Students,” and frequent visitors to QSR brands like Starbucks and Taco Bell.
Strategic Tactics & Channel Approach
Recommended Game Day Strategies
| Strategy | Description |
|---|---|
| On-Premise Targeting | Leverage preciseUse GroundTruth’s proprietary Blueprint technology to map stadiums and high-traffic “watch party” hubs. This intercepts active fans in real-time within social, high-spend environments during peak match times. |
| Digital Out-of-Home (DOOH) | Engage fans across their entire journey, from arrival at host city airports and transit centers to high-impact awareness near hotels and venues. |
| Spanish-Language CTV | Connect with fast-growing audience segments via native Spanish-language inventory like Univision, Telemundo, and beIN Sports. |
| Online Engagement | Use GroundTruth’s Pixel (web engagement) to track and measure the transition from digital app engagement. |
| Audio | Reach fans during visually “untethered” moments, like driving or working out, through sports and even-themed podcasts. Note that Millennials are 41% more likely to engage with World Cup content through the audio format.4 |
For more support, reach out to your GroundTruth representative or selfservehelp@groundtruth.com.
Sources: 1Forbes, 2FutureSpot, 3Spectrum News, 4Nielsen, 5Comcast
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