Vassilis Dalakas
While FIFA’s tarnished image certainly played a role, a bigger factor influencing the limited promotions by brands around the World Cup, at least in the United States, is the fact that the US Men’s National Team did not qualify. Soccer has been increasing in popularity in the US, but, compared to the rest of the world, it does not enjoy the same high level of widespread interest. Therefore, for many casual soccer fans, their interest in following the tournament is directly tied to whether their team, the US, is in it.
So, the news about the World Cup coming to the US, Canada, and Mexico in 2026, was exciting not just for all the fans but also for brands that can market a lot more heavily through the event than they are doing this year.
