How Brands Can Win the 2026 World Cup

3 Key Insights from the Study and Why Los Angeles Will Be the Ultimate Growth Lab

The 2026 World Cup in the United States will bring together the most diverse, multicultural, and digitally connected sports audience of the decade. A national quantitative study by ThinkNow identifies three core business levers that will define brand success during the tournament: multicultural excitement, second-screen consumption, and concentrated spending on food, beverages, and merchandise.

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When activated with a mobile-first strategy, authentic cultural representation, and hyperlocal execution, these levers can drive measurable brand and sales impact. Interest in CONCACAF, CONMEBOL, and UEFA also shows that the World Cup is only the entry point to a much larger opportunity: the continued growth of soccer in the U.S.

When these findings are connected to “The World in One City” framework, which positions Los Angeles as the cultural epicenter from 2026 to 2028, a clear playbook emerges to win the 2026 World Cup and build long-term advantage heading into the 2027 Super Bowl and the 2028 Olympic Games.

Multicultural Excitement Is the Engine of the 2026 World Cup

Nearly 73% of fans in the United States say they are “very” or “extremely” excited about the 2026 World Cup. Excitement is even higher among Hispanics, Asians, Gen Z, and Millennials, who experience the tournament as a global celebration that reinforces identity, pride, and community connection.

For brands, this makes the World Cup a powerful catalyst for social conversation, emotional resonance, and advertising effectiveness, especially when messaging reflects real experiences rooted in family, neighborhood, and cultural heritage.

What brands should activate:

• Storytelling that blends global celebration with personal and community connection
• Multicultural casting and multilingual messaging, distributed across platforms like YouTube, TikTok, Instagram, and WhatsApp

The Second Screen Is Where Attention Is Won

During the 2026 World Cup, attention will not live on a single screen. 59% of fans plan to use a second screen while watching matches, and that number rises to 78% among Millennials and Gen Z.

Television remains important, but the full World Cup experience plays out across digital platforms, where fans consume highlights, stats, chats, memes, and real-time reactions. Campaign performance will depend on designing mobile-first journeys that activate fans during key match moments.

What brands should activate:

• Real-time offers and activations during matches (minute 30, 45, and 90)
• Vertical highlights, snackable stats, and post-match retargeting using UGC and social commerce

Where the Money Is During the World Cup

Consumer spending during the World Cup is highly concentrated in food, beverages, and merchandise, categories tied directly to watch-party rituals and fandom behavior:

• 67% purchase chips or snacks
• 56% soft drinks
• 53% alcohol
• 39% jerseys, hats, and team gear
• 47% say they enjoy advertising during the tournament, signaling high creative receptivity

The World Cup does not just attract attention. It creates predictable, high-intent purchase moments.

What brands should activate:

• Watch-party bundles with QSRs and retailers, supported by ZIP-code-level offers
• Merchandise drops with soccer aesthetics and collaborations with local creators

Beyond the World Cup: Soccer as a Growing U.S. Market

Fan interest does not end with the final match. The study shows sustained enthusiasm for teams and competitions from CONCACAF, CONMEBOL, and UEFA, extending engagement across international leagues, qualifiers, and regional tournaments.

Business implication:

The World Cup is the entry point. The real value lies in building always-on soccer strategies, supported by editorial and commerce calendars that keep audiences engaged year-round.

Why Los Angeles Is the Right Place to Win (2026–2028)

The ThinkNow L.A. – The World in One City initiative shows that Los Angeles concentrates the forces shaping the future American consumer: multidimensional identity, everyday diversity, and outsized cultural influence.

Only one-third of Angelenos feel advertising represents them accurately, while two-thirds say representation matters in how they evaluate brands. L.A. also leads in entertainment, food, music, fandom, and streetwear, categories that export cultural influence nationwide.

With the 2026 World Cup, 2027 Super Bowl, and 2028 Olympic Games, Los Angeles will be the stage where the next era of multicultural marketing is defined.

The 2026 Playbook: From Strategy to Execution

• Design mobile-first fan journeys before, during, and after matches
• Hyperlocal activations tied to neighborhoods, communities, and soccer heritage
• Always-on programming aligned with international tournaments
• Cultural fit measurement connected to brand lift and sales
• Scale learnings from the World Cup into the Super Bowl and Olympic Games

Conclusion

The data is clear: multicultural excitement (73%), second-screen behavior (59% overall, 78% among younger fans), and spending on food, beverages, and merchandise form the core opportunity triangle of the 2026 World Cup. Sustained interest in global leagues confirms soccer’s long-term growth in the U.S.

Brands that activate these levers in Los Angeles, using a 360-degree identity framework and authentic representation, will not only win the 2026 World Cup. They will build competitive advantage for the next three years.

Explore the complete insights, data, and frameworks from and prepare your brand for 2026.

Download the full report here.