We Are Social launches World Cup 2026 cultural playbook

We Are Social has released Culture in Play, a report designed to help marketers prepare for the 2026 FIFA World Cup. Positioned as the largest and most culturally significant tournament to date, the event will take place across the U.S., Canada and Mexico, with 48 teams, 104 matches and more than 6.5 million fans expected to attend.

The report draws on surveys, fan interviews, creator analysis and global data sources to provide a roadmap for brands seeking to connect with audiences before, during and after the competition. Insights are led by We Are Social Sport in North America, with support from the agency’s EMEA network.

Three intersections for brands

The report explores three areas where brands can engage effectively:

World Cup x Culture – the role of heritage, identity and fashion in shaping fan experiences.

World Cup x Fandom – an analysis of nine fan personas ranging from die-hard Ultras to casual meme-driven participants.

When, Where & How You Show Up – strategies for activating around social platforms, city-specific dynamics and storytelling during matches.

According to the report, 70 percent of fans will be on social media during games, while the final is expected to draw a global audience of 1.5 billion.

A global cultural phenomenon

Jas Dhami, head of sport, We Are Social in North America: "The 2026 World Cup will be unlike anything we’ve seen before. It’s not just a game. It’s a media moment, a cultural flashpoint, and a massive opportunity for brands to authentically connect with fans across borders, identities, and screens. This report unpacks that complexity and gives brand marketers the tools to lead–not just follow–the conversation."

Joe Weston, head of sport, We Are Social in the UK: "The 2026 FIFA World Cup is a huge sports marketing opportunity for brands, sponsors and rights holders. The tournament being split across three distinct markets creates a rich, yet nuanced cultural landscape for brands to operate in – this is where the report comes to life. By learning from our expert sports cultural specialists on the ground in Canada, the U.S., and Mexico, we’re giving marketers everything they need to know to understand the nuances of the host nations, the local media landscape, and creators who will shape the tournament on social. If marketers want to show up at the World Cup in a relevant and impactful way, this report is a must-read."

The full report can be accessed here

www.wearesocial.com

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