The FIFA World Cup returns to North America for the first time in 32 years, and it’s shaping up to be the largest, most commercially powerful World Cup in history. Next summer, from June 11 to July 19, 2026, 48 teams will play an astonishing 104 matches across 16 host cities in the U.S., Canada, and Mexico.
This isn’t just another global sporting event: it’s the Super Bowl happening multiple times a week for over a month! More than 6 million fans are expected to travel. The economic impact is an estimated $6.4 billion in the U.S. alone. It promises to dominate culture – and not just soccer (err, football) culture – but a total cultural takeover of digital, social, and live fan experiences delivering real-time, global reach.
Not to mention, this is:
- The first World Cup hosted by three nations
- The first expanded tournament with 48 teams (up from 32)
- A cultural spectacle that will kick off at Mexico City’s iconic Estadio Azteca stadium and conclude at MetLife Stadium in New Jersey
In other words, it’s a World Cup like the world has never seen. And Ketchum is on the pitch, “man on” to help brands leverage this unprecedented cultural touchpoint.
What’s Next from Ketchum: Introducing “Goals & Gameplans”
The 2026 FIFA World Cup will be the most powerful sports marketing stage of the decade. Brands that want to win won’t just advertise or engage in traditional sponsorships. Instead, they’ll become part of the fandom itself … embracing soccer’s culture, creators, and global fan communities to capture cultural relevance, unlock new audiences, and shape the conversation long after the final whistle.
Ketchum is here to show them how. Next week, we’re launching “Goals & Gameplans,” a weekly content series that will breakdown the strategic playbook your brand needs to succeed, including:
- Sponsorship ROI and ambush marketing strategies
- Fan behavior trends across digital, social, and IRL
- The rise of creators and football-native voices and what this means in the evolving sports media landscape
- How brands can activate locally while scaling globally
Follow us to catch all the insights and reach out to Patrick Wixted and Catherine Puppe if you’re ready to get started now.
Game. In. Play.
