Retail Media Emerges as Strategic Engine for 2026 FIFA World Cup

The 2026 FIFA World Cup is projected to generate up to US$3 billion in economic activity in Mexico, hosting 13 matches. The tournament represents an opportunity for the nation's retail infrastructure to connect brands with an estimated 56.7 million local soccer fans and millions of international visitors.

The scale of Mexico’s retail landscape provides a unique competitive advantage. The National Association of Self-Service and Department Stores (ANTAD) reports a network of 48,209 stores, encompassing more than 22,000m2 of sales floor. This physical footprint, which includes over 24,000 Oxxo units and thousands of Walmart, Bodega Aurrerá, and Sam’s Club locations, offers a level of consumer proximity that traditional mass media cannot replicate.

While traditional marketing focuses on broad narratives, the 2026 World Cup will see retailers, from global marketplaces like Amazon and Mercado Libre to local pharmacies and bakeries, act as a bridge for real-time purchasing decisions.

Retail media activity in Mexico during 2024 totaled US$1.955 billion, according to Webloyalty. The segment is expected to grow at a Compound Annual Growth Rate (CAGR) of 9.6% between 2025 and 2030. Mexico, along with Brazil, accounts for 81% of the retail media investment across the region, spurred by the expansion of e-commerce and the digitalization of major retail chains. While the US market already exceeds US$55 billion in retail media, investment in Latin America is projected to triple by 2028, potentially reaching over US$5.45 billion.

The integration of retail media allows for high-precision activation based on:

• Geolocation and Store Format: Targeting fans near stadiums or in residential hubs

• Consumer Insights: Utilizing purchase history and average ticket data to personalize offers

• Real-time Variables: Adjusting promotions based on inventory levels, peak match hours, and local weather conditions

Industry experts emphasize that the ritual of "stocking the pantry" before matches creates critical consumption moments for beverages, snacks, electronics, and apparel.

The evolution toward unified commerce has transformed retail from a simple point of sale into a strategic infrastructure. Success in 2026 will depend on designing "phygital" experiences, blending physical and digital touchpoints, that accompany the consumer from an initial app notification to the final digital repurchase.

A key differentiator of retail media is actionable measurement. Unlike traditional branding, this channel offers verifiable data on:

• Incremental Sales: Direct correlation between ads and revenue

• Brand Lift: The impact of advertising on consumer brand awareness

• Inventory Turnover: Real-time monitoring of product movement during high-demand periods

Strategic Imperatives for the Sector

To capitalize on this 56.7-million-fan market, Nielsen data suggests the retail sector must prioritize strategic professionalization. Organizations are urged to integrate data for deeper insights, develop new creative formats, and build cross-sector alliances between retailers and marketplaces.