Summary
This report provides a detailed analysis of the brand value generated during the 2026 FIFA World Cup, highlighting the significant financial impact of the event. The report states that the tournament generated over $5 billion in brand value, with live broadcasts contributing more than 75% of the total media value. The expanded format of the tournament, featuring 48 teams and 104 games, resulted in a nearly fivefold increase in brand value compared to the 2022 World Cup. The report outlines the performance of various sponsor tiers, noting that Tier 1 brands, including Coca-Cola, dominated the sponsorship landscape, with each of the top eight brands generating over $300 million in media value. Additionally, the report describes the methodologies used for measuring brand exposure, including data from the Mensio platform, which tracks brand visibility across multiple media channels. Overall, the report documents the extensive reach and financial implications of brand sponsorship during the World Cup.
