How brands can win during the 2026 FIFA World Cup
By CRC Consumer Insights & Advisory Services TeamThe FIFA World Cup only comes around once every four years, and in 2026, the tournament returns to North America for the first time since 1994. U.S. consumers aren’t just planning to watch – they’re planning to spend.
According to our January Consumer Survey: (n = 600)
• 68% of U.S. consumers plan to watch, follow, or attend the 2026 World Cup
• 70% expect to spend at least $100 extra on World Cup-related purchases
This represents a major opportunity for brands to both build awareness and engage with their current customers, many of whom are already excited about the event. And no, that doesn’t mean you need to become an official sponsor, but by understanding who’s tuning in, how they are watching, and what they’re planning to spend on, brands can connect with consumers and stay top of mind right when they are ready to make a purchase.
Let’s break it down…
1. Who will be watching?
According to our survey, younger consumers show the highest intent to engage with the tournament. Regional differences are also apparent. Consumers in the West, Northeast, and South, where multiple stadiums will host matches, report more expected engagement than those in the Midwest, which is only host to one stadium.
2. So…how will they be watching?
3. And…what exactly will they be spending more on?
With the majority of consumers watching matches at home or in bars or restaurants, it comes as no surprise that incremental spending is likely to be in food and beverage categories. Younger consumers, meanwhile, are more likely to put additional spending toward additional entertainment or streaming services.
So what does this all mean for brands?
The 2026 World Cup presents a rare opportunity for brands that take the time to understand who is interested, how they are engaging with the tournament, and where they plan to spend. Informed brands will be better positioned to convert heightened excitement into measurable growth.
Want to go deeper in your category or brand?
CRC’s Consumer Insights and Advisory Services Team specializes in custom quantitative and qualitative studies to help brands identify drivers behind purchase behavior, and how broader consumer inflection points translate at the category level. Whether they will be at a bar, scrolling on TikTok, or in a stadium, we can help align your World Cup adjacent strategy to ensure your brand shows up for consumers in the right place at the right time.
Reach out to Andrea Nash to learn more about our capabilities!