With the 2026 FIFA World Cup just one year away, the time for brands to act is now. As the largest tournament in FIFA history, with 48 teams competing across the U.S., Mexico, and Canada from June 11th – July 19th, the World Cup represents an unmatched opportunity for brand engagement, storytelling, and cultural relevance on both local and global stages.
Soccer’s momentum in the U.S. is undeniable. Fan participation is growing, cultural relevance is rising, and media attention is ramping up.
For the 2024 regular season, Major League Soccer saw a record 11.45 million fans attend matches, a 5% increase from 2023 and 14% from 2022. For those willing to be bold, strategic, and authentic, the returns can extend far beyond the 2026 matches.
While the benefits for official sponsors speak for themselves, the opportunities for creativity and amplification for brands and fans who cannot be there live are endless.
At Athena, we know firsthand how moments like this can reshape cities and industries –– and how the brands that move early will define the conversation in 2026.
Read on to find out how brands of all kinds can meet the moment with a strategy rooted in data-driven insights, special events, digital activations, and beyond.
Start with Strategy: Learn from the Club World Cup
Coinciding with this pivotal one-year-out moment, the inaugural 2025 FIFA Club World Cup provides a prime learning opportunity. With 32 top international clubs and an estimated 3.7 million fans converging in 11 U.S. cities through July 13th, the new tournament is a preview of what’s to come in 2026.
Brands should look at the Club World Cup as a data goldmine. It’s the perfect environment to evaluate content formats, measure fan engagement tactics, explore digital activations, and observe what resonates across demographics and cultures. Social listening and media monitoring can shed light on fan sentiment drivers, conversation themes, and trending topics — in short, what resonates with audiences.
Beyond social insights, follower engagement analytics can help understand behavioral patterns –– what drives shares, clicks, or event attendance –– while competitive benchmarking offers a clear view of how peers and category leaders are activating. When used holistically, these insights ensure your World Cup campaigns and activations are not only creative but also relevant and evidence based.
For those already active in the soccer world, now is the time to lean in and develop an integrated view of campaign performance across paid, owned, earned, and shared channels. That way, as you’re planning your World Cup strategy, you can already know what’s working and what’s not.
Whether analyzing your own engagement with the Club World Cup or learning from the industry at large, insights gleaned here will be invaluable in shaping a refined, high-impact approach for 2026.
Activate Early: Turn Existing Initiatives into World Cup Wins
A compelling World Cup campaign doesn’t require starting from scratch. Brands already investing in sports, youth or community programs, sustainability, or athlete partnerships are well-positioned to build World Cup resonance through their existing platforms.
Consider these tactics:
- Enlist sponsored athletes for content around match predictions, behind-the-scenes commentary, and digital fan engagement. Even if they’re not soccer players, their fans are likely tuning into the World Cup too.
- Co-brand with leagues ranging from MLS or Liga MX to local and national youth soccer organizations.
- Host fan-forward events or pop-ups with existing partners such as skill clinics, giveaways, and watch parties for qualifying matches ahead of summer 2026.
- Think local. Extend your impact through easy-to-activate toolkits that empower franchisees, regional offices, or nonprofit allies to celebrate.
The goal is to tap into the cultural values of the tournament –– unity, resilience, pride –– and link them authentically to your brand. Now is the moment to start shaping that narrative and preparing your partners to scale it.
Build the Buzz: 90 Days Out
As the countdown accelerates, shift into campaign mode. This is the time to spark anticipation across channels –– introduce emotional storytelling, activate World Cup-themed programming, and deepen audience engagement.
With a strong data-driven foundation, build anticipation with loyalty incentives, purpose-driven campaigns, and branded content highlighting fan rituals. Begin showcasing efforts that resonate, such as community grants, sustainability milestones, or other mission-aligned initiatives. These stories will have greater visibility and media appeal before the tournament than during the crowded news cycle. Through this stage, authenticity and consistency will be key.
If you’re planning broader activations, finalizing logistics now is critical. With the World Cup spanning North America, last minute planning will pose even greater challenges than usual. And whether hosting a local watch party or centralized fan fest, start drumming up excitement with your current consumers and target audience alike.
While many stakeholders will drive the success of the 2026 World Cup, a few key players will drive its impact – starting with the fans. They’re the heartbeat of the event, bringing passion and energy that fuels the entire experience.
Game Time: Agility During the Tournament
When the World Cup begins, execution becomes everything. Brands will need to shift into high gear with a campaign that maximizes visibility, drives real-time engagement, and leverages both local and global touchpoints. This is the moment to launch a hero campaign — whether it’s a bold anthem video, a global spot, or branded storytelling that aligns with universal themes like unity, underdog resilience, and shared fan rituals.
Brands must be everywhere fans are: on screens, in stadiums, and on the streets. Maximize impact by layering in gamification through loyalty apps or digital activations that reward fan behavior, and complement digital efforts with real-time, local events like watch parties or mixed-reality activations.
And while preparation is key, agility is what will really set your brand apart. Create space in your strategy for responsive content fueled by real-time listening. Prepare your team to identify and react to viral moments, from breakout athletes to unexpected fan stories. During the 2024 Paris Olympics, the best-performing brands mastered quick-turn, platform-native content. Expect even more velocity in 2026. Brands should develop flexible creative toolkits, establish clear approval protocols, and staff dedicated social war rooms. This groundwork empowers teams to respond within minutes, not hours. Whether it’s one perfect moment or a sustained wave of content, the brands that succeed will be those in step with the evolving conversation.
Home Field: Philadelphia’s Place on the Global Stage
As a Philly-based agency, we’re especially proud of the role Athena played in helping Philadelphia secure its status as an official 2026 FIFA World Cup host city. From strategic communications to stakeholder alignment and community engagement, our work supported the city’s successful bid – and we’re honored to see that effort turn into reality.
In a city known for its passion and grit, campaigns that reflect local pride will resonate powerfully with both residents and visiting fans alike.
The 2026 World Cup also coincides with the United States’ 250th anniversary. With iconic landmarks like Independence Hall and the Liberty Bell, Philadelphia offers a one-of-a-kind stage where global sport and national heritage meet. This convergence sets the scene for storytelling that’s both historic and aspirational, giving brands the chance to create deeply meaningful moments.
And of course, Philly’s legendary sports culture — built on heart, hustle, and homegrown pride — ensures an electric atmosphere for fans. The Philadelphia Union has been driving part of that excitement in 2025: The team had the best start through 14 matches in the team’s history and led the Eastern Conference this season. Brands that embed themselves in this narrative can drive deeper, more authentic connections. Past activations like Nike’s LOVE Park takeover after the Eagles’ Super Bowl win are just a glimpse of what’s possible.
Keep the Momentum: Beyond 2026
The 2026 FIFA World Cup is just the beginning. The following year brings the Women’s World Cup — another global stage, another cultural touchpoint, followed by the Olympics in 2028. By activating early and learning fast, brands can create a foundation for long-term benefits and relevance in the global sports space.
At Athena — where die-hard soccer fans and newly converted enthusiasts sit side by side — we’re thrilled to watch the world’s game take over our home city of Philadelphia. Let’s make the most of this moment, together.
The Athena Advantage
We bring together strategy, creative, project management, and a deep understanding of audience values and behaviors to help brands thrive on the world’s biggest stages — from the World Cup to the Super Bowl and beyond.
Whether you’re launching your first sports activation or scaling an enterprise-level campaign, our team knows how to make bold ideas happen — and how to measure what matters.
From helping cities win global bids or guiding Fortune 500 brands through tentpole events, we deliver experiences that resonate both locally and globally.
Want to make the most of 2026 and beyond? Let’s talk.
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