Brands Kick Off Summer of Soccer

Six billion people are projected to watch 48 teams compete across 104 matches when the global tournament kicks off on June 11, 2026. A further five million will watch in person at stadiums in cities including New York, Texas, Mexico City, and Toronto.

As the event nears, the U.S. and Israel’s conflict with Iran, concerns over security, and ticket pricing complaints are casting a long shadow over the tournament. Despite this, advertisers are going full steam ahead with campaigns, stunts, and creative designed to reach both new and devoted fans.