Will Antoine Griezmann make it to the 2026 World Cup with France? We analyze statistics, current events, and his role with Les Bleus on their way to the most important tournament on the planet.
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WHO ARE THE SPONSORS OF THE 2026 WORLD CUP?
The 2026 World Cup will not only be a sporting spectacle, but also a global showcase for the most powerful brands on the planet. From tech giants to iconic beverage companies, the sponsors of this edition play a key role in the spectacle both on and off the pitch. In this article, we tell you who they are, how much they invest, how they activate their campaigns, and what role they play in the tournament that captivates the world.
Who are the global sponsors
FIFA divides its sponsors into different categories: global sponsors, regional sponsors and local “supporters”. Global sponsors are the top of the top: they pay millions to appear in every match, activation, social media, and broadcast.
Brands that will be everywhere
Among the confirmed and regular sponsors are:
Adidas: official ball supplier since 1970 and referee apparel provider
Coca-Cola: sponsor since 1978 and the top beverage sponsor
Wanda Group (China): giant conglomerate with a presence in real estate and entertainment
Hyundai-Kia: official vehicle brand of the tournament
Regional sponsors and local brands
In addition to the major global sponsors, FIFA has created a category for sponsors by region, adapting to the North American markets. Thus, major brands in the US, Mexico, or Canada have a prominent presence without needing to cover the entire world.
One World Cup, Many Strategic Brands
TUDN and Televisa-Univision: Key Media Partners in Mexico and the US
Claro Sports: Digital and OTT Coverage for Latin America
Banorte (Mexico): Exclusive Bank Sponsor in that country
Tim Hortons (Canada): The country's most famous coffee chain, linked to FIFA activations
Nike: Although not a global FIFA sponsor, it outfits national teams like the US and Brazil and France
These brands are focusing on more localized experiences. Some are preparing fan zones, supermarket promotions, interactive apps, or exclusive social media content. Banorte, for example, is planning a campaign with legendary Mexican players and commemorative NFTs.
Tim Hortons has already started placing World Cup edition cups and will activate meeting points in Toronto, Vancouver, and Montreal during the tournament. The goal: to make the soccer experience a national and cultural one.
The interesting thing is that this regional sponsorship strategy allows smaller brands to ride the coattails of the biggest soccer party without having to break the bank globally.
How much they invest and what impact they have
Being a World Cup sponsor isn't cheap, but it can be a marketing coup if played well. Global deals exceed $100 million per cycle, while regional ones range from $20 to $40 million depending on the reach and type of activation.
Much more than just putting up your logo
The 2022 World Cup generated more than $7.5 billion in revenue for FIFA, and a large part of that came from sponsorships. By 2026, the figure is expected to exceed $10 billion, partly due to the new format with 48 teams, more matches, and three host countries. But it's not all about commercial returns. Some brands are investing in socially focused campaigns: waste recycling, gender equality, inclusion, and sustainability. In 2026, many activations will also focus on ecological themes, such as zero-emission stadiums or awards made from recycled materials. In short, sponsors are more than just funders: they are an active part of the show, helping to build the experience, and transforming the World Cup into something more than just football. Because behind every goal, there's a brand celebrating too.
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