Skip to main content

Global (English)

Dentsu Group ( English | 日本語 )

Language Menu

Main Menu

Home
Our work
Our thinking
Sustainability
Media & Investors
Careers
Contact us

Download Report

The FIFA World Cup 2026 will be the biggest tournament in history. It will also be one of the most crowded marketing environments sport has ever seen.

To understand what that means for brands, MKTG surveyed more than 3,000 football fans across the UK, US, Spain, France and Germany. What we found challenges some of the assumptions that still shape World Cup marketing today.

Fans are consuming football differently. Creators are becoming more influential than traditional pundits. Younger audiences are discovering the game through entirely different channels. And the behaviour of fans in the host market doesn't always mirror the rest of the world.

This report explores four shifts in football fandom that brands need to understand before kick-off - and the opportunities available to those willing to adapt.

The words World Cup Fan Pulse written in white and the number 26 in red on a dark blue background. There is a red swish going from bottom left to top right

First Name*

Last Name*

Job Title*

Company*

Email Address*

Location*

I agree to the Terms and Conditions

I agree to receive information from dentsu

Thank you!

Your details were submitted successfully.

There was a problem!

It seems there was an error submitting your details. Please try again later.

Thank you!

Thank you for downloading our report. You can access the PDF at this link.

Policies

Our policies
Privacy notices
Cookie notice

Contact

Sitemap

Connect

Visit us on Instagram
Visit us on Facebook
Visit us on LinkedIn
Visit us on Twitter
Visit us on YouTube

Notwithstanding any actions or statements by the Dentsu Group globally or outside the U.S., it will continue to abide by all applicable laws and regulations in the U.S.

Any statements or actions that purport to relate to the Dentsu Group and are inconsistent with U.S. law or guidance should be interpreted as, and deemed, not applicable to the U.S.