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.

Check out the full report here 👉 World Cup Fan Pulse 2026