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Insights Scoop

Why the “Real” 2026 World Cup Won’t be Won in Stadiums

Alonzo Bailey — Research Manager, Cultural Insights

For brands, the 2026 FIFA World Cup is one of the biggest global cultural moments the U.S. has ever hosted. In fact, 53% of soccer fans say they love it when brands participate in big cultural moments.

But there is a major contradiction beneath the surface that most brands are ignoring.

While excitement is high, access and control matter more to fans than ever. Economic pressure and uncertainty are pushing Americans toward experiences that feel familiar and manageable.

73% of soccer fans have experienced negative changes in their cost of living this year, so for them, the World Cup won’t happen in a stadium suite. It will play out in local bars, community spaces, and living rooms.

world cup stats

The Shift from Spectacle to Service

Brands must pivot their strategy away from “extravagance” and toward “access”, showing up where the fans actually are:

The Unscripted Moment: Fans are tired of overly polished marketing and 73% of Americans want to see content featuring everyday people over “experts.” Credibility will come from co-creation and allowing culture to emerge naturally.
The Living Room: 64% of fans enjoy hosting or attending watch parties, focusing on food, comfort, and the “second screen”.
The Local Community: Partnering with trusted local entities and small businesses will carry much more credibility than those sticking to flashy, destination-only events.

Is Your Strategy Ready for the “Everyday” Fan?

Collage Group has developed an exclusive playbook, Winning the World Cup: The Brand Playbook for 2026, designed to help you navigate how to win with cultural nuance and data-backed relevance. Get in touch to learn more and access the full playbook.

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