FIFA World Cup 2026: The real-world advantage for brands

The 2026 FIFA World Cup is set to electrify cities across North America, drawing fans from around the globe to what is expected to be one of the biggest sporting events in history. More than just a soccer tournament, it is a global cultural moment where communities gather, cities come alive and spectators celebrate together. This gives brands a unique stage to show up authentically, join the conversation and play a meaningful role in the excitement.

Digital out-of-home (DOOH) puts your brand at the heart of the action — reaching fans traveling to host cities, in the crowds outside of stadiums and the everyday spaces where people come together to share in the experience. The channel’s ability to move the needle hasn’t gone unnoticed: FIFA itself invested $5 million in OOH in a single quarter to ignite early engagement ahead of the World Cup, underscoring how indispensable real-world reach is to building event momentum. 

Brands looking to make an impact should take a page out this playbook and start thinking now about how DOOH can anchor their presence throughout the event. 

Why DOOH is the MVP of your media mix 

For major sporting moments, out-of-home has always been a tried and true way to meet fans where the action unfolds. But the rise of programmatic DOOH has elevated that role, giving brands the ability to stay timely, relevant and visible as the energy of a tournament builds —  far beyond the stadium, reaching followers wherever they’re experiencing the event. 

This technology allows brands to tailor messaging in real time, by location, time of day or even in response to live match outcomes. Creative can shift from pre-game excitement to in-the-moment highlights or post-game celebrations within minutes, keeping campaigns aligned with the pace of the tournament.

With this flexibility, every brand has the opportunity to join in. Official sponsors can extend their visibility beyond stadiums and fan zones, while non-sponsors can leverage the channel to build a presence aligned with the moment. 

“The World Cup is one of those rare events that truly unites people. For sponsors, DOOH is a very powerful tool for building brand equity beyond the stadium or host cities. For non-sponsors, the same concept applies. Even without a significant media investment, it gives brands an opportunity to tap into the fandom, join the conversation and connect with passionate audiences in a creative and differentiated way.” 

Scott Lepkofker, Chief Media Officer, Elite Media Group

Take your brand across the fan map

With 48 teams competing, the World Cup is one of the few events that commands attention on nearly every continent. The 2026 tournament is also the first to span three host countries — the U.S., Canada and Mexico — bringing massive foot traffic to cities across North America. This combination of host city activity and global attention opens the door for brands to engage audiences from every corner of the world. 

For marketers, DOOH offers an efficient way to tap into these audiences at scale. For example, Vistar Media’s global platform provides access to the following: 

• 1.2+ million screens worldwide 
• 441 media owners across 35+ markets 
• 38 unique venue types  

Playmaker tip: Vistar offers a range of transaction types to access inventory across the DOOH ecosystem. Depending on campaign goals — whether targeting specific audiences or securing specific publishers, markets or dates — brands can leverage the open exchange, private marketplace deals or Programmatic Guaranteed to strike the right balance between flexibility and specific campaign needs.

As the excitement builds, brands can reach spectators in key markets, high-traffic urban centers and popular gathering spots through venue- and POI-based targeting:  

• In transit: Airports, train stations, taxis and rideshares provide opportunities to reach fans on their way to host cities, stadiums and watch parties.
• Neighborhood destinations: Bars, restaurants and local hangouts capture audiences where fans gather to celebrate.
• Gametime hot spots: Points of interest near stadiums and fan hubs let brands engage audiences before and after matches.
• Everyday fan hubs: Recreational soccer leagues, gyms and shopping centers allow brands to tap into the ongoing energy of the tournament beyond match day.

Activate audiences in game mode 

With over five million fans expected to attend the tournament in-person and six billion more engaging with the tournament from afar, the potential audience reach is massive. But, how can brands ensure the right people are being reached?

World Cup enthusiasts leave behind powerful signals, from the apps they use and the social accounts they follow to their purchase patterns. DOOH makes it easy to turn these signals into more strategic audience targeting. For example, brands can reach audiences based on:

• Fan interests: Engage audiences who are ready to watch, including World Cup enthusiasts, sports streamers and live sports fans.
• Visitation behavior: Reach people based on where they've recently been or frequently go, such as soccer stadiums, sports bars and professional sports venues.
• Entertainment: Connect with people who love sports online just as much as they do in real life, including fantasy sports players, sports and recreation app users and online sports betters.
• Purchase behavior: Target folks based on what they’ve recently bought, from sporting goods stores to activewear brands and big-box retailers. 

Playmaker tip: Every host city brings its own energy, culture and fan base. Tailor campaigns to local nuances by adjusting creative, placement and targeting so DOOH messaging resonates with each city’s spectators.

Winning creative strategies 

By grounding your approach in each city’s unique identity, creative becomes a powerful lever for deeper relevance. Dynamic capabilities take this even further, allowing brands to shift messaging in real time and seamlessly tap into key moments throughout the tournament.

Pre-tournament buzz: Fuel anticipation in the weeks, days and hours before kickoff. Countdown messaging can nudge fans to tune-in or engage with early promotions. For example, dynamic creative can spotlight local team schedules in each host city to stay top-of-mind as the excitement grows. 

Match-day momentum: Pull fans into the heart of the action by integrating live scores, match highlights and social feeds into your ads. Messaging can flex by city to mirror local fan culture, sentiment and promotions.

Post-game celebration (or heartbreak): Tailor creative based on game outcomes, from congratulating winning teams to surfacing limited-time offers that keep crowds engaged after the final whistle.

Local energy amplification: Localize ads by city, neighborhood or region. Automatically adapt messaging to reflect local insights, highlight relevant promotions and surface nearby store locations to capture attention, drive convenience and boost sales.

Playmaker tip: For brands looking to make a bigger splash, consider 3D and high-impact DOOH. These larger-than-life activations give brands a powerful way to show up in high-traffic, emotionally-charged environments — amplifying brand presence, driving buzz and creating memorable moments that align perfectly with the passion, pride and global excitement of the tournament. Need help bringing your creative ideas to life? Vistar’s Creative Studio has you covered. 

Play to your industry 

Unlike the single-day intensity of the Super Bowl or the event-by-event pace of the Olympics, the World Cup offers a rare, month-long chance to connect with global audiences. With this extended window, marketers across industries can leverage the momentum in unique ways:

• CPG, food & beverage: Quick-service restaurants, alcohol and CPG brands can run timely promotions tied to matches, celebrations and viewing moments.
• Retail & apparel: Retailers can highlight limited-edition collections, team-inspired drops and in-store exclusives to connect with fans during peak excitement.
• Daily fantasy sports: Sports betting and fantasy platforms can reach World Cup followers before, during and after matches to drive real-time engagement and app usage.
• Automotive: Automotive brands can align messaging around travel, mobility and adventure as spectators move between cities, stadiums and celebrations.
• Travel & hospitality: Airlines, hotels and booking platforms can inspire trip planning to connect with travelers in airports, hotels and rideshares.

• Tech & entertainment: Tech, streaming and gaming brands can promote devices, platforms and services that enhance how fans watch and engage with the World Cup.

Scoring big with DOOH 

With record-breaking audiences and billions of fan interactions expected, there is little doubt that the World Cup advertising landscape will be competitive. However, success won’t come from budget alone; authentic, emotionally resonant ideas can create an impact that outpaces even the largest campaigns and most exclusive sponsorships. DOOH brings these stories to life, allowing brands to reach fans in real time across the micro-moments that make up the full fan experience — both on and off the pitch. 

It’s never too early (or late) to start planning your 2026 World Cup strategy. Contact us today for help! This opportunity only comes once every four years.