游戏背后的粉丝：国际足联世界杯2026TM版（英文版）

THEFANSBEHINDTHEGAME:

FIFAWORLDCUP2026™EDITION

GAME

EVERY

MATTERS

INTRODUCTION

SECTION1:

THEFANPROFILE

SECTION2:

THEPASSIONPOINTS

SECTION3:

THEBRANDOPPORTUNITY

3

4

11

19

TABLEOFCONTENTS:

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS2

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS3

KNOWTHEFAN,

WINTHETOURNAMENT

OurlastFIFAWorldCup2026™reportmappedtheviewershipopportunity.ThisreportusesNieIsenSportsexpertisetogodeeperintotheaudienceitseIf:whotheNorth

Americansoccerfanis,whatfueIstheirpassion,andhowthatpassiontransIatesintotheattentionandengagementthateverybrandatthistournamentisaimingfor.

Mexico,Canada,andtheUnitedStateseachbringadistinctfanbaseto2026,

differentinhistory,habits,andwhatdrawsthemin.ThisreportspotIightsaIIthree,withacIoserIookattheU.S.,asthenewestchapterinthisstory,whereanew

generationofsoccerfandomisbeingbuiItinreaItime.

Themomentumishardtooverstate.64%ofU.S.soccerfansexpecttheirinterest

inthesporttokeepcIimbing,and56%pointdirectIytotheFIFAWorIdCup™asthe

reason.Evenoutsidetheexistingsoccerfanbase,33%ofthegeneraIU.S.popuIationexpectstheirinterestinsoccertogrowthroughthetournamentandbeyond.1With

theFIFAWomenIsWorIdCup™headedtoBraziI’sfavorabIetimezonesin2027,theLAOIympicsin2028andtheFIFAWomenIsWorIdCup2031™aIsocomingtoU.S.soiI,theaudiencethatemergesin2026isthefoundationofagenerationofsoccerfandom

inAmerica.

SoccerisaIreadyatop5sportintheU.S.butitsfanbaseIooksdifferentfromanyothermajorU.S.Ieague.TheyIreyounger,morediverse,gender-baIanced,and

uniqueIyreceptivetothebrandsthatshowupaIongsidetheteams.

1Source:NielsenFanInsights,Sept2025-Feb2026

INTRODUCTION

NORTHAMERICAISREADYFORTHEHOMEADVANTAGE

+11%growthinNorthAmericansoccerfandom,2020–2025

Mexico:67%thegeneralpopulationinterestedinsoccer,thehighestofanyNorthAmericanmarket

Canada:FIFAWorldCup2026™interestat43%,withsoccerasthe#3sport

62.5MU.S.soccerfans-the5thlargest

fanpopulationintheworld

76%ofU.S.soccerfansareMillennials

orGenZ

Source:NielsenFanInsights,Sept2025-Feb2026;FIFA-NielsenNorthAmericanReport,2025

SECTION1:

THEFANPROFILE

THEGAME

BEHIND

THEGAME

EVERYGAMEMATTERS

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS5

THEMOMENTSTHATMADE

THEAMERICANSOCCERFAN

AmericansoccerfandomdidnItarrivewiththeFIFAWorIdCup2026™.

ItwasbuiItoverdecades,onecuIturaIturningpointatatime,andthedatabehindeachoneteIIsthestory.

MomentsIikeBrandiChastainIsiconicceIebrationin1999,when18miIIionU.S.viewerstunedintowatchtheU.S.Women’sNationaITeam(USWNT)wintheirfirstCup,putwomenIssocceratthecenterofAmericansportscuIture.2DavidBeckhamIsarrivaIinLosAngeIesin2007provedMajor

LeagueSoccer(MLS)couIdattractgIobaIstars,andmorethan15years

Iater,hisNetfIixdocumentarytotaIedover500miIIionminutesviewedinitsopeningweek.3TheUSWNTIsback-to-backFIFAWorIdCup™titIesin

2015and2019drew24miIIionand15miIIionU.S.viewersrespectiveIy,

cementingtheteamasacompetitivejuggernaut.LioneIMessiIsdebut

forInterMiamiCFinthe2023LeaguesCupdrovea173%surgeinIinearviewershipcomparedtothetournamentaverage.Andin2025,theMLS

Cupsawa97%increaseover2024withInterMiami’svictory,provingthatdomesticsoccerisreapingthebenefitsofincreasedinterestasweII.4

EachofthesemomentsraisedthebarforAmericansoccerfandom.

TheFIFAWorIdCup2026™isthenextone,anditIsprimedforrecord

engagementastoday’sfanbaseIeverageseverypIatformattheirdisposaItofoIIowtheaction.

2Source:NielsenNationalTVRatings,Live.EnglishlanguageandSpanishlanguagecoveragewhereapplicable.

3Source:NielsenStreamingContentRatings

4Source:NielsenNationalTVRatings,Live+SameDay.EnglishlanguageandSpanishlanguagecoveragewhereapplicable.

Figure1.1

THEU.S.CHAPTERSOFTHENORTHAMERICANSTORY

1994

U.S.hostsFIFAWorldCup™→

18.1milliontuneinforthefinal

match(ItalyvsBrazil)

1999

BrandiChastain&theUSWNTwinFIFAWomen'sWorldCup™→18.0millionviewers

2002

USMNTreachedthe

quarterfinalsagainstGermany→6.6millionviewersdespitean

earlymorningstarttime

2015&2019

USWNTback-to-back

FIFAWorldCup™titles→

23.6M/15.3MU.S.viewers

2007

BeckhamjoinsLAGalaxyinthe MLSViewingtoGalaxyMatchesincreasesby88%

2023

MessimakesInterMiamidebutduring LeaguesCup→1.7millionviewersonUnivisionandTUDN,173%higherthanthetournamentaverage

2025

MLSCup→97%increaseinviewershipversus2024

2026

FIFAWorldCup2026™→thenextchapter

Source:NielsenNationalTVRatings,Liveviewingbefore2006,Live+SameDayviewingafter.IncludesbothEnglishlanguageandSpanishlanguagecoveragewhereapplicable.

SECTION1:THEFANPROFILE

SECTION1:THEFANPROFILE

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS6

AFANBASEUNLIKEANYOTHERINAMERICANSPORTS

Buildingamediaplanusuallymeansyoucan'thaveitall.But

theU.S.soccerfancollapseseverytradeoffintoasingle

audience.Youcanreachayoung,broad,anddiverseaudienceatscale.

TheaverageU.S.soccerfanis33yearsold,aboutfouryearsyoungercomparedtothefanbasesoftopU.S.sports.76%

areMillennialsorGenZ.Amongthoseyoungerfans,32%earnmorethan$100Kannually.63%oftheU.S.soccerfanbaseismale,outpacingthemaleengagementofAmericanfootball

(59%),basketball(61%)andbaseball(61%).ThroughoutNorthAmerica,femaleengagementisadefiningfeaturewithwomenmakingup43%ofNorthAmericansoccerfans,sevenpointshigherthaninEurope.5

5FIFA-NielsenNorthAmericanFandomReport,2025;NielsenFanInsights,April-June2025

Figure1.2

THEU.S.SOCCERFANEDGE:

Medianage:33

32%ofGenZ/Millennialfansearn$100K+

63%malefanbase

76%MillennialorGenZ

Source:FIFA-NielsenNorthAmericanFandomReport,2025;NielsenFanInsights,April-June2025

SECTION1:THEFANPROFILE

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS7

FANDOMIS

PEAKINGATEXACTLYTHERIGHTMOMENT

AcrossNorthAmerica,soccerfandomgrew11%from2020to2025.Roughlyaquarteroftoday'sfanscameonboard

injustthelastfiveyears.AmongexistingU.S.fans,68%saytheirinteresthasincreasedoverthepastthreeyears,and64%expectittokeepclimbing.6

Butthemoststrikingsignalsitsoutsidetheexistingfanbaseentirely.11%ofAmericanswhodon'tcurrentlyconsider

themselvessportsfansofanykindexpecttheirinterestinsoccertogrowleadinginto2026.7

6Source:FIFA-NielsenNorthAmericanFandomReport,2025

7Source:NielsenFanInsights,Nov2025

Figure1.3

THEU.S.FANDOMCURVE:

26

offanscameonboardinthelast5years

68

ofexistingfansreport

risinginterestover3years

64

offansexpecttheir

interesttokeepclimbing

11

ofnon-sportsfansexpecttheirinteresttogrowaheadof2026

Source:NielsenFanInsights,Nov2025&Feb2026;FIFA-NielsenNorthAmericanFandomReport,2025

SECTION1:THEFANPROFILE

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS8

Figure1.4

THEU.S.HISPANICFANIMPACT:

THEHEARTOFU.S.

102

morelikelytohavewatchedaqualifiermatchinthepast12months

47

morelikelytostayloyaltosponsoring

brands

67

SOCCERFANDOM

of1stand2nd

generationHispanicfansplantoengagewiththetournamentonsocialmedia

to

morelikelytobeavidMLSfans

HispanicaudienceshavebeenattheheartofU.S.soccerfandomandtheenginebehindthesport’sculturalfoothold.38%ofallU.S.HispanicsidentifyasFIFAWorldCup™fans,jumpingto47%amongfirst-andsecond-generationU.S.Hispanics.8

Infact,Hispanicfansareleadersoneverydimensionoffandomthatbrandscareabout.67%offirst-andsecond-generation

HispanicfansplantoengagewiththeFIFAWorldCup™onsocialmedia.9U.S.Hispanicsare102%morelikelythanthegeneral

populationtohavealreadywatchedaFIFAWorldCup™qualifierinthepast12months.10Andwhensponsoringbrandsshowup

authentically,46%ofHispanicsoccerfanswillrecommendthemand47%willstayloyal.11

InMexico,thehost

marketwiththedeepestroots,75%offanssay

soccerplaysasignificantroleintheirdailylives.

recommendsponsoringbrands

8Source:NielsenFanInsights,Jan-March2026

Source:FIFA-NielsenNorthAmericanFandomReport,2025;NielsenFanInsights,April-June2025,Jan-March2026;NielsenScarboroughUSA+,2025R2

9Source:NielsenFanInsights,April-June2025

10Source:NielsenScarboroughUSA+,2025R2

11Source:NielsenFanInsights,Jan-March2026

SECTION1:THEFANPROFILE

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS9

THREEHOSTNATIONS,THREEDISTINCTFANS

Forthefirsttime,theFIFAWorldCup™iscohostedbythreenations,andthefanineachoneisgenuinelydifferent

Mexico:ThematuremarketSocceristhe#1sport,andthefandomrunsdeep,14yearsonaverage,and75%sayitplaysasignificantroleintheirdailylives

Canada:TheclubdrivenmarketYoungwithloyaltytotheclubs50%rankinternationalclubfootball#1

US:TheyoungestandfastestgrowingTheshortest

averagefandomofthethree,withaquarteroffansjoininginthelastfiveyearsThemarketwiththemostroomtogrow

Figure1.5

THENORTHAMERICANFAN,MARKETBYMARKET

Mexico

Howlongthey've

beenfansonaverage

13years

14years

11years

Canada

USA

Topformat

(Ranked#1)

International

clubfootball(50%)

Nationalteamfootball(49%)

Nearlytied:

Nationalteam(40%)&International

club(39%)

Wheretheywatchlive

Highlights

90%watchinhome;

60%watch

&socialled

51%watchweekly

outofhome

Whatfirst

drewthemin

Friends&

Family,playing&

Players,TV&

localpopularity

attendinggames

videogames

Source:FIFA-NielsenNorthAmericanFandomReport,2025

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS10

KEYTAKEAWAYSFROMTHEFANPROFILE

•TheAmericansoccerfanbasehasbeenbuiltoverdecadesthroughaseriesofculturalmoments,eachoneraisingthefloorofviewershipandpassion.

•U.S.soccerfansareyoung,anddiverse,offeringauniqueprofilecomparedtoothermajorAmericansportsandcollapsingthedemographictradeoffsmarketersusuallyface.

•HispanicfansaretheculturalengineofU.S.soccerfandom,withdepthofconnection,digitalfluency,andbrandloyaltythatcompoundthroughoutthetournament.

THEGAME

BEHIND

THEGAME

SECTION2:

THEPASSIONPOINTS

EVERYGAMEMATTERS

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS12

SECTION2:THEPASSIONPOINTS

WHATSOCCERMEANSTOFANS

For60%ofNorthAmericansoccerfans,thesportplaysanimportantroleintheirday-to-daylife,woventhroughhowtheysocialize,connectwithfamily,andexpress

theiridentity.12

Whenfansareaskedhowsoccershowsupintheirlives,thetopanswersgowellbeyondthegameitself:personalenjoymentleads,butsocialconnection,familybonding,andculturalidentityroundoutthepicture.Theabilityto

spendtimewithfriendsandfamilyarethesecondand

thirdmostimportantrolessoccerplaysinafan'slife.ThisisaconsistentthemeacrossCanada,MexicoandtheU.S.

12Source:FIFA-NielsenNorthAmericanReport,2025

Figure2.1

HOWSOCCERSHOWSUPINNORTHAMERICANFANS'LIVES:

Personalenjoyment

Socialconnectionandcommunity

Familybondingandtradition

Physicalfitnessandhealthbenefits

Followingspecificteamsandplayers

Culturalidentityandnationalpride

29%

14%

12%

11%

7%

4%

60

ofsoccerfanssaythesportplaysanimportantroleintheirday-to-daylife

Mexicoover-indexessharply:75%saysoccerplaysasignificantrole

Source:FIFA-NielsenNorthAmericanFandomReport,2025

SECTION2:THEPASSIONPOINTS

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS13

HOWFANSGETINTHEGAME

IntheU.S.,accesstothegamethroughmedia,personalplayorbreakoutathletesisessential.U.S.fansoverindexonthe

importanceofTVprogramming,fantasyleaguesandevenvideogamesasgatewaystotheirsoccerfandom.Stars

likeTrinityRodmanandChristianPulisiccreateentrypoints

thatareentertainment-drivenandloyalty-flexible,different

fromtheinheritedclubloyaltycommoninEuropeandLatin

America.Notably,nearlyoneinfourU.S.fansareinterestedinyouthsoccer,andtheU.S.showshigherinterestinhighschoolandcollegiatesoccerthanotherNorthAmericanmarkets.14

InMexico,thepathisfundamentallydifferent.51%ofMexicanfansfirstbecameinterestedthroughfamilyandfriends.15Foranycampaignrunningacrossthethreehostnations,that

distinctioniscritical:astar-drivencreativethatresonatesinDallasmayneedacommunity-drivencounterpartfor

audiencesinMexicoCityorGuadalajara.

14Source:FIFA-NielsenNorthAmericanReport,2025

15Source:FIFA-NielsenNorthAmericanReport,2025

Figure2.2

PATHWAYSINTOFANDOM:

Canada

Mexico

USA

Topsoccer

Watchingamatch

Introductionby

Watchingamatch

interestdriver

onTV(39%)

friends&family(51%)

onTV(42%)

Topteam

Player

Theteam's

Theteam's

fandomdriver

appeal(31%)

history(43%)

history(33%)

%offanswhose

interestisshapedbysocialmedia

53%

59%

64%

%offanswhose

interestisshapedbyfantasygaming

43%

41%

54%

MexicofansleadNorthAmericanmarketsintheimportanceofTVcoveragetomaintaintheirinterest

Source:FIFA-NielsenNorthAmericanReport,2025

SECTION2:THEPASSIONPOINTS

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS14

BEYONDTHE90MINUTES

DuringtheFIFAWorldCup2026™,fanswillleanintoamulti-weekculturalmoment.Theyaretreatingthetournamentthewaymusicfanstreatamajorfestival:travel,food,fashion,fanzones,after-parties,brandactivations,andconstant

onlineconversationwoventhroughthewholething.

ThiscrossoverbehavioriswhatmakestheFIFAWorldCup™audienceuniquelyvaluablefornon-endemiccategories.

Soccerfansover-indexontravel,music,food,gaming,

fashion,finance,andtech.WiththeU.S.hostingmajor

tournamentsforthefirsttimeinageneration,brandswelloutsidetraditionalsportscategorieshaveaclearseatatthetable.

Figure2.3Soccerfans

THEFESTIVALFANCROSSOVERINDEX:Generalpopulation

Foodies

Travelenthusiasts

Gamers

Livemusicenthusiasts

Health&wellnessenthusiasts

Techenthusiasts/earlyadopters

Fashion/style/beautyenthusiasts

53%

40%

47%

27%

40%

22%

39%

24%

37%

21%

33%16%

30%17%

Source:NielsenAdvancedAudienceAttitudesStudy,2025

SECTION2:THEPASSIONPOINTS

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS15

WHATFANSWILLACTUALLYDOINJUNE

Thepictureisoneoftotalimmersion,anditstretchesfarbeyondthelivingroom.

65%ofU.S.FIFAWorldCupTMfansplantowatchfull

games(comparedto27%ofthegeneralpopulation,

signalingthisisamainstreamculturalevent).59%plantoengageonsocialmediaandFIFAWorldCup™mobileapps.

18%plantoattendmatcheslive,with24%intendingto

attendsurroundingentertainmentlikeconcertsand23%planningtovisitfanzones.Amongattendeesspecifically,23%plantoexplorethehostcity,20%plantotailgate,

and19%plantoengagewithbrandactivationson-site.

Crucially,fansaren'tchoosingbetweenthese-they're

stackingthem.Watching,scrolling,attending,exploringandbuyingareallhappeningatonce.

Figure2.4

THEFANACTIVITYMAP:

18

plantoattendmatches

20

plantotailgate

24

plantoattendsurrounding

entertainment

59

plantoengageonsocial

Exploring&spending(amongthoseattending)

2319

interactwithinteractwith

hostcitybrandactivations

Watching

65

plantowatchfullgamescomparedto27%ofgenpop

Showingupinperson(amongthoseattending)

23

visitfanzones

Source:NielsenFanInsights,Jan-March2026

Engagingdigitally

SECTION2:THEPASSIONPOINTS

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS16

FANDOMISIDENTITY

ForU.S.soccerfans,fandomisallencompassing.76%ofsoccerfanssaythey'remorelikelytoconnectwithafandomthat

embracesorreflectstheiridentity,comparedtojust60%ofthegeneralpopulation.Thisisthefoundationforadifferentkindofbrandrelationship.

Thisiswhysoccerfansaresoreceptivetobrandsthatshow

upauthenticallyintheirworld.68%aremorelikelytomakea

purchasewhenabrandpartnerswithcreatorsandorganizations

connectedtotheirfandom.They'realso50%morelikelythanthe

generalpopulationtobuyfromthesepartnerships.Foradvertisers,thissignalsthatpartneringwiththepeople,platforms,andculturethefanalreadytrustsisthebestmove.

Figure2.5

IDENTITY-DRIVENFANDOM:

76%

ofsoccerfansaremorelikelytoconnectwithafandomthatreflectstheiridentity(vs.60%genpop)

68%

aremorelikelytopurchasewhenbrandspartnerwithcreatorsandorganizationstiedtotheirfandom(vs.45%genpop)

50%

morelikelythanthegeneralpopulationtobuyfromthesepartnerships

10

ofsoccerfanswanttowatchashowormoviebasedonafavoritepodcastorYouTubecreator(vs.49%genpop)

Source:NielsenAdvancedAudienceAttitudesStudy,2025

SECTION2:THEPASSIONPOINTS

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS17

THEWOMEN'S

GAMESUPPORTSTHEFOUNDATION

Interestinwomen'ssoccerishighestinMexico(39%),aheadofCanada(25%)andtheU.S.(22%).IntheU.S.

however,thepassionfuelingthesporthasbeenuniquelyshapedbythewomen'sgame.TheUSWNT'sfiveOlympicgoldsandfourFIFAWomen'sWorldCup™titles,combinedwiththelaunchandgrowthoftheNWSL,createdan

importantculturalfoundation.

Thedatashowsthehaloeffect:48%ofsoccerfansalso

followatleastonewomen'sprofessionalsportsleague,

comparedtojust20%ofsportsfansoverall.Female

engagementinNorthAmericansoccer(43%)sitsseven

pointshigherthaninEurope(36%).AndtheNWSLaddednearly9millionfansbetween2023and2025,momentumthatflowsdirectlyintoFIFAWorldCup2026™engagement.

Figure2.6

THEWOMEN'SGAMEEFFECT:

48%

ofsoccerfansalsofollowawomen'sproleague(vs.20%ofsportsfansoverall)

43%

femaleengagementinNorthAmerica(vs.36%inEurope)

+9M

newNWSLfans,2023–2025

5Olympicgolds,4FIFAWorldCup2026™titles

fortheUSWNT-themostdecoratedteaminwomen'ssoccerhistory

Source:NielsenAdvancedAudienceAttitudesStudy,2025;FIFA-NielsenNorthAmericanFandomReport;NielsenFanInsights,2023-2025

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS18

KEYTAKEAWAYSFROMTHEPASSIONPOINTS

•Fansarestackingactivitiesthroughoutthetournament-watching,

scrolling,attending,exploring-makingtotal-immersionmediaplanningthenewbaseline.

•Forsoccerfans,fandomisidentity,andtheyrewardbrandsthatpartnerauthenticallywiththecreators,platforms,andculturetheyalreadytrust.

•ThedepthofwomenIssoccerfandomisauniquelyU.S.assetthatpre-fuelspassionforthemenIstournament.

THEGAME

BEHIND

THEGAME

SECTION3:

THEBRANDOPPORTUNITY

EVERYGAMEMATTERS

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS20

SOCCERFANSAREBRANDFANS

Inaneraofad-blockersandad-skipping,U.S.soccerfansaretheoutlier.Theyaremorereceptiveto

sponsorshipandbrandpartnershipthanfansofany

othermajorU.S.sport-NFL,NBA,andMLBincluded.Theyviewsponsorsnotasinterlopers,butaspartnershelpingthesportgrow.

Thatperceptiontranslatesdirectlyintopurchase

intent.73%ofU.S.FIFAWorldCup™fansfindbrand

sponsorsmoreappealingthannon-sponsors.61%saythey'dpickasponsor'sproductoverarivalifpriceandqualitywereequal.

Figure3.1

THESPONSORSHIPTRUSTPIPELINE:

61

55

54

73

56

wouldchoosea

sponsor'sproductoverarivalatequalpriceandquality

expressloyaltyto

asponsoringbrand

aremorelikelytorecommendasponsoring

brand

ofU.S.FIFAWorldCup™fansfind

sponsorsmoreappealingthannon-sponsors

aremorelikely

toconsidera

brandbecause

ofasponsorship

Source:NielsenFanInsights,Jan-March2026

SECTION3:THEBRANDOPPORTUNITY

SECTION3:THEBRANDOPPORTUNITY

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS21

WHERESOCCERFANSAREREADYTOSPEND

Soccerfanslookfavorablyonsponsorsofthesportandmore

thanaquarterhavealreadyboughtabrandafterseeingasportssponsorship.Acrossmultiplecategories,soccerfansshow

meaningfullyhigherpurchaseintentthanthegeneralpopulationoverthenextsixmonths.Forcategorieswithnaturalcultural

tiestothesport,likegrooming,theindexingisstrong.For

aspirationalcategorieslikeluxuryaccessories,itIsevenstronger.

Figure3.2

PURCHASEINTENT:SOCCERFANSVS.GENERALPOPULATION

SoccerfansGeneralpopulation

87%

81%

70%

54%

50%

36%

GroomingproductsSportsnutrition&supplementsLuxuryaccessories

"BEYONDTHEOBVIOUS"CROSSOVER

75%

60%

59%

56%

Morelikelytobeinterestedinanime

Morelikelytobeinterestedinstocks

Morelikelytobeinterestedintheatre,opera,ballet,&musicals

Morelikelytobe

interestedinnightlife

Source:NielsenFanInsights,Jan-March2026

SECTION3:THEBRANDOPPORTUNITY

THEGAMEBEHINDTHEGAMEEVERYGAMEMATTERS22

VISIBILITYDRIVESRECOGNITION

AmongFIFAWorldCup2026™fans,thebrandsearningthehighestrecognitionarethosewiththemostvisible,top-tiercommitmentstothetournament.

Thedatashowsacleanpattern:OfficialFIFAPartnersearnan

averageof57%fanrecognition,FIFAWorldCup™Sponsorslandat34%,andFIFAWorldCup™Licenseesat26%.Brandsatthe

toptierearnroughly1.7timestherecallofbrandsoneleveldown.It'saprinciplethat