With just one month to go until the 2026 FIFA World Cup co-hosted by the United States, Canada, and Mexico, the summer of football is heating up. A recent marketing insights survey by advertising technology company The Trade Desk (TTD) reveals that this traditional sporting event is expanding its global reach—growing in popularity across all age groups in Europe and breaking through the traditional sports fan barrier in North America thanks to the hosting effect.
As the first World Cup ever to be jointly hosted by three nations, this edition boasts a 20% increase in exposure compared to the last tournament, with global attention expected to surpass 6 billion viewers. At the same time, the fragmentation of audience attention is driving a shift toward multi-platform content consumption.
The survey indicates that at least one-third of respondents plan to follow the event across multiple channels, including traditional broadcast TV, sports viewing apps, connected TV (CTV), and various video platforms. This trend is particularly pronounced in North America: 45% of viewers in the U.S. will use sports apps, while 40% will turn to CTV and video platforms; in Canada, the figures are 47% and 41%, respectively.
Wu Yulin, Senior Director of Business Development for TTD China, believes this evolution is pushing viewing habits toward multi-screen interactions and multi-scenario engagement, creating new growth opportunities for Chinese brands aiming to go global. “In the past, brands could only gain exposure through sponsorship or perimeter advertising at the stadium. Now, with more diverse channels, a more balanced male-to-female audience ratio, and broader demographic reach, overseas-bound companies have more opportunities to showcase their brands in front of target consumers,” Wu said.
“Previously, many mega IPs were relatively niche and had high entry barriers—only major sponsors could truly participate. But now, whether it’s sports events or other cultural entertainment properties, they are actively expanding their audience base to attract more casual fans, including more female users and younger consumers. As a result, brand participation methods have become much more diverse,” Wu explained. For Chinese companies expanding abroad, this shift is significant. “Brands don’t necessarily need to invest in the highest-tier sponsorship fees. They can still leverage these global marketing moments to build emotional connections and cultural resonance with local consumers.”
Wu noted that for categories closely tied to sports and health—such as home fitness equipment or pool cleaning robots—sports marketing is a long-term, consistent strategy. These brands advertise to sports audiences year-round (e.g., on ESPN) and allocate additional budgets during major sports years or key events for more targeted campaigns. For brands not inherently linked to sports, these large-scale events are seen as a “festival” rather than a purely athletic occasion, allowing them to engage in more entertainment-oriented, non-professional sports marketing.
According to Wu, sports marketing serves as a relatively stable vehicle in today’s uncertain environment. “Whether it’s tariff issues or geopolitical tensions, sports remain positive and uplifting, generating the greatest emotional resonance with audiences. For more Chinese companies seeking to build a brand overseas, sports marketing provides both a platform and a topic, making it easier to take the first step in brand building.”
Asked about domestically popular football tournaments like “Su Chao” and “Yue Chao,” Wu observed significant differences between domestic and international leagues. Overseas top-tier event organizers have extensive operational experience, while comparable domestic tournaments, despite being highly popular and drawing local participation, are still relatively nascent and rely heavily on social media buzz. Their lifespan and maturity fall short of major international events. Therefore, for overseas advertising, Chinese brands focusing on domestic sports marketing can emphasize social media engagement. However, when marketing around top global sports events abroad, social media remains important, but a 360-degree, omnichannel, and stable marketing approach is essential.