How Brands Can Get in World Cup Mode and Score

Football has a power that transcends borders, languages, and social classes. In 2026, Mexico will once again feel that collective pulse that only a World Cup can generate. But beyond packed stadiums and celebrations in public squares, what's at stake is also an economic and marketing game of enormous proportions. The 2026 World Cup, which Mexico will co-host with the United States and Canada, represents a historic opportunity not only to boost investment and tourism but also to solidify brands as key players in a national conversation that combines passion, consumption, and a sense of belonging.

In our most recent study, “Between Goals, Brands, and Fans: The World Cup That Will Move Mexico,” we know that the country could receive more than 5  million visitors and generate over MX$10 billion (US$539 million) in revenue, based on projections per host city and tourist flow. These figures confirm that the ball will not only roll in stadiums, but also in markets, shops and social media.

Host Cities: Engines of Investment and Development

Each of the three Mexican host cities will contribute its own economic narrative. Mexico City projects an economic impact of MX$600 million and expects more than 5 million visitors, with an infrastructure investment of MX$5 billion. Guadalajara anticipates MX$880 million, the creation of 40,000 jobs, and more than 1.5 million visitors, while Monterrey is projected to generate MX$5 billion in benefits and more than 7,000 jobs.

These figures not only represent income and jobs, they reflect the potential of the host cities as an ecosystem of innovation, tourism, and entertainment.

The Power of Enthusiasm and the Fan Economy

Seven out of 10 Mexicans say they are more excited about the 2026 World Cup than about the previous tournament in Qatar in 2022, and 6 out of 10 would consider attending a match, preferably in Mexico. That emotion translates into consumption: tickets, lodging, transportation, food, experiences and, of course, products from the brands that join the event.

Our study shows that 77% of Mexicans are more attracted to brands that advertise during the World Cup, and what's most interesting is that they not only remember these brands, but also expect to see them again in 2026. Names like BBVA and Visa are already beginning to communicate their participation, understanding that the World Cup is not just a sporting showcase, but a space for emotional and aspirational connection.

What do consumers expect from brands? 

Football, more than a sport, is a shared experience. Therefore, expectations of brands also revolve around the experiential aspect. Mexicans expect brands to primarily communicate promotions, giveaways, and raffles, while Generation Z prioritizes social gatherings and collective experiences to watch the games. This presents a great opportunity for brands to connect with consumers.

On the other hand, for tourists and locals, the most valued activities are live broadcasts or viewing parties and fan fests that combine fun, community, and a sense of connection. In other words, consumers don't just want discounts or benefits, they want to feel part of the World Cup, experience it intensely, and share it with others.

Brand Playbook: Tactics and Experiences to Win Over Mexicans

The real challenge for brands at the 2026 World Cup won't just be offering promotions, gifts, or raffles, but creating experiences that connect emotionally with consumers. Activities like viewing parties, "meet and greets" to watch the matches, and interactive digital content are key to transforming an incentive into a lasting bond with the audience. In this context, the most effective strategies will be those that consider the following:

1. Integrating marketing tactics with social experiences.

Combining incentives (promotions, raffles, gifts) with experiences (live events, "meet and greets," viewing parties) amplifies brand affinity and makes it part of the emotional memory of the tournament.

2. Leveraging the most relevant media.

Social media, especially Facebook and YouTube, remain the most influential spaces for Mexican audiences, but broadcast television and streaming continue to play a fundamental role. The key is to articulate a coherent, multiplatform narrative that allows the consumer to encounter the brand at any point in their digital journey.

3. Celebrities and influencers.

In a World Cup, identification matters as much as the message. Sports influencers, content creators, and former players can act as brand ambassadors, connecting through authenticity, passion, and humor. The key will be to avoid saturation and do some collaborations that generate real value for audiences.

4.Communicating purpose in addition to promotion.

Beyond discounts, today's consumers, especially younger generations, value brands that take an active role in sustainability, inclusion, and community. A World Cup uniting three countries offers an ideal context to reinforce messages of integration and diversity.

Brands as Legacy Builders

The World Cup is not just a monthlong event. It's an opportunity to reposition brands and build a lasting emotional legacy. Companies that act with a long-term vision will be able to strengthen their connection with consumers long after the final whistle.

Mexico offers a solid foundation for this growth. In 2024, leisure travel grew by 7%, reaching 253 million trips, according to our data at Kantar. The recovery of tourism to pre-pandemic levels presents the ideal opportunity for brands in the sector, from airlines and hotels to fintechs and retailers, to integrate their strategies around the World Cup visitor and the local consumer.

The challenge will be aligning advertising creativity with the total user experience: from social media promotion to in-store service and stadium activations. The brands that achieve coherence between message, emotion, and service will be the ones that truly win the World Cup off the field.

An Economy Vibrating to the Rhythm of the Ball

In economic terms, the 2026 World Cup could be the sporting event with the greatest economic impact in modern Mexican history. But it could also mark a turning point in the relationship between brands and consumers.

Football, after all, doesn't just stir emotions, it drives the economy, boosts tourism, and shapes a country's identity. The challenge lies in translating that energy into lasting value.

The ball will start rolling in June 2026, but the real game begins today. Companies that understand the World Cup as a platform for business and human connection will be better positioned to score on the national economic scoreboard. Because when passion and strategy combine, the result is clear: the fans win, the brands win, and Mexico wins.