The FIFA World Cup has always been one of marketing’s biggest stages, and this year in the United States, Canada & Mexico,  it is louder and more complex than ever. Commercial success has often been measured by the value of a sponsorship deal, the prominence of a logo placement or the number of impressions bought. But the rules have changed. 

With the 2026 tournament kicking off last week, brands are competing in an entirely different attention economy. Official rights remain an important way for major brands to deploy their budgets and creative thinking, but they are no longer the only route to relevance. And how you show up in Mexico City can’t be the same as how you show up in Miami. 

The FIFA World Cup identity itself reflects this challenge. For the first time, the tournament must combine three countries, sixteen host cities and multiple cultural influences under a single brand. The result is an identity system designed for flexibility, one that remains recognisable globally while feeling relevant locally. The adaptable and modular identity system combined with a customised colour palette and abstract patterns allow scale across the continent without losing coherence. It’s a reminder that good design is about creating systems that can flex to different audiences without losing recognition. 

And the same conversations will have been had by brands looking to use the tournament as a platform. Ultimately, consistency matters, but relevance matters more. The FIFA World Cup can put brands in front of billions of people. What it can’t do is make people care – for example, according to YouGov in the UK just over 60 percent of fans intend to watch 9pm kick-offs, but just 13 percent will follow games after midnight. 

Brands without official FIFA World Cup rights often have to push creative boundaries to tap into the excitement surrounding the tournament. With the pick of the bunch for me being  John Lewis’ ‘His Name is a Shop’ , aimed at customers watching matches from home, highlighting common match-day ‘red cards’ fans will want to avoid.

However, some of the most memorable campaigns are those that maximise the value of official sponsorship rights through creativity. They span multiple channels, tap into relevant cultural conversations and get people talking. Official partner Lay’s has launched a range of locally flavoured crisps to connect with local audiences, something that consistently resonates, even across rival markets. This is backed up by a new global campaign, ‘The Most Epic Watch Party’ featuring a star-studded line up including David Beckham and Steve Carrell who surprise and delight fans in a local supermarket setting. It taps into a simple but powerful thought: imagine missing out on a moment like this without Lay’s. And American powerhouse AB InBev is celebrating 40 years as an official sponsor launching its ‘Let It Pour’ campaign and alongside it rolling out a huge limited edition collectable pack featuring 11 unique designs inspired by previous tournaments. 

Why? 

Because they understand that audiences respond to authenticity and creativity.  

Through creator collaborations, live reactive content, culturally driven storytelling and viral media moments, brands can find meaningful ways to join the conversation around major sporting events. 

For official sponsors, this approach can amplify the value of their rights and deepen engagement with fans. For non-sponsors, they offer opportunities to participate in the wider cultural moment. In both cases, success comes from understanding the audience and creating content that resonates. 

The brands that win today are not necessarily those with the biggest budgets. They are the ones creating work people actively choose to engage with, share and discuss. Sponsorship can buy visibility but creativity earns the attention. And that’s often the difference between being seen and being remembered.