What the 2026 World Cup means for brands – Global Web Index insights

The 2026 FIFA World Cup is set to be more than a sporting event, it’s a global cultural and commercial moment.

According to Global Web Index (GWI) fan behavior is increasingly social-first, mobile-driven, and experience-led. From short-form content consumption and creator influence to travel-linked fandom and real-time commerce, today’s World Cup audience is digitally native, multi-platform, and ready to engage with brands that meet them in the right context.

For marketers and strategists, these insights offer a roadmap to understand evolving fan behaviours, tailor campaigns with cultural relevance, and measure impact across global audiences. Whether it’s segmenting fans by their viewing habits or activating cross-category partnerships that blend travel, wellness and commerce, the data points to opportunities beyond the stadium.  

Want to unlock the full picture? Access GWI’s detailed World Cup sports trends insights to see how your brand can score big with the world’s most engaged audiences.

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