FIFA World Cup 2026 global brand handbook

The 2026 FIFA World Cup is the biggest sporting event of the year, drawing strong fan interest across markets. Alongside this attention, brands are investing in sponsorships to build awareness and strengthen their global presence.

But who is expected to tune in from the UK and around the world, and which audiences are most likely to notice brand activations?

In YouGov’s FIFA World Cup 2026 global brand handbook, we analyse the state of football fandom in Great Britain and countries around the world, including levels of interest in the tournament.

The report also explores interest among Brits planning to attend matches in person, along with a look back at how sponsorships performed for brands during the 2022 World Cup.

Download the report for deeper insights into:

• How many people in the UK consider themselves football fans, and how does that compare to the rest of the world?
• Which individual players have the most fan support heading into the tournament
• Who is expected to follow the FIFA World Cup in the UK, and how likely are they to notice brand sponsors during the tournament?
• What were the impacts of sponsoring the 2022 FIFA World Cup for KIA?