Every four years, the world stops for the FIFA World Cup, but this upcoming world cup is different than its predecessors. This time, with 48 nations, three host countries and the longest event ever staged, the 2026 FIFA World Cup will be the largest sporting event in history, as well as the most significant media, cultural and commercial moment of the decade. For brands, the window is real. The only question is where to show up for your customers.

Within this guide on how the modern fan engages, you can make sure your brand:

• Shows up in the right place, at the right moment during the world up event,
• Owns high-intent moments across web & app,
• And connect with your audience via underexplored touchpoints using browser-first and in-app advertising.