The highly anticipated FIFA World Cup 2026 is just around the corner, and the global football fanbase is gearing up for the biggest football tournament in the sport. According to Nielsen’s 2025 Global Sports Report, the US football fanbase is expected to play a significant role in the tournament’s success, with 62% of US football fans anticipating increased interest in the event and its sports marketing opportunities.
The report highlights the growing popularity of football globally, with over a third of football fans finding brand sponsorships appealing and driving growth in the sports marketing industry. The US market, in particular, is poised for significant growth, driven by a young, diverse, and affluent football fan base that is eager to engage with brands through football sponsorships and other sports marketing initiatives. With major tournaments like the FIFA World Cup 2026, brands have a unique opportunity to tap into the passionate and engaged global football fanbase.
The tournament’s impact is expected to be felt beyond the US, with global football fandom on the rise and football fans highly receptive to sponsorships, with 67% of global fans finding sponsoring brands more appealing compared to just over half of the general population. As a result, the FIFA World Cup 2026 is expected to be a major event in the world of sports marketing, with brands and rights holders looking for ways to capitalize on the growing interest in football and the tournament’s massive global following.
