That’s the big question, right? Why would a Russian energy company or a Chinese dairy farm care about a tournament in North America? Simple: eyeballs.
The World Cup is the largest human event on the planet. More people watch it than watch the Olympics. It’s the advertising Super Bowl for a whole month. Miss out, and your competitors get all the glory.
It’s also about emotion. You don’t just remember the goal. You remember the feeling you had while watching it. The sponsor wants to glom onto that feeling. They want to be the warm, fuzzy blanket of your memories.
2026 World Cup : How brands can turn it into an advertising opportunity?
And let’s be honest, it works. I still associate the 2010 vuvuzela noise with a specific brand of beer. That’s powerful marketing, folks.
