World Cup Marketing Impact Extends Beyond the Broadcast

As excitement builds around the 2026 FIFA World Cup, a recent article from The Current explores how the tournament’s impact in the U.S. is expected to extend far beyond live match broadcasts.

While Fox projects more than 15 million viewers for each U.S. match and 150 million total tournament viewers, industry experts say the biggest opportunity for brands may come from the additional content and conversations surrounding the event including streaming, podcasts, creator content, documentaries, social media, and OOH advertising.

The article also highlights the continued growth of soccer fandom in the U.S., driven by increased streaming access to leagues like the EPL, MLS, and NWSL, as well as rising engagement with sports podcasts and documentaries. Platforms like Tubi and Netflix are expanding World Cup-related programming with live streams, docuseries, and creator-led content, reflecting a broader shift in how audiences consume sports media.

The key takeaway for marketers: successful World Cup strategies will likely require an omnichannel approach that connects with audiences across multiple platforms and touchpoints before, during, and after the matches.