FINANCE

– the estimated value the World Cup will add to global GDP

Source: Bank of America

Smaller brands, however, might not have this level of opportunity or the level of capital like Coca-Cola, Adidas or Puma and subsequently need to creatively experiment to draw an attractive link between their products and the global sporting event. Some SMEs opt for a more indirect route to connect to the World Cup ecosystem, such as marketing their products to situations and gatherings surrounding the sporting event. Non-World Cup associated brands – such as Asda and its“ Get Match Ready” campaign – have designed their marketing to appeal to consumers hosting watch parties by offering football themed-snacks and beverages, rather than explicitly referencing its relevance to the World Cup. Small brands like this may have a comparatively smaller reach, however they possess one advantage over bigger brands – creative flexibility. Larger companies prioritise official partnerships and mass-market appeal, but smaller brands can afford to react quicker to emerging trends, experiment with tone and identity and still find considerable success by appealing to smaller markets.

The economic impact of the World Cup While the World Cup is a culturally significant sporting showcase, beneath the sheer scale, celebrations and spectacle, is a constant network of brands and partnerships that have been in place and growing since the event’ s inception. The sporting event has managed to scale its reach thanks to the multibillion dollar investments it sees every year from commercial partners and sponsors. Already, it’ s reported that associated brands of the 2026 event will help bring in US $ 2.7bn, in addition to US $ 670m from licensing deals.

118 June 2026