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WILL THERE BE NEW SPONSORS AFTER THE 2026 WORLD CUP?

The 2026 World Cup will not only break records for goals, teams, and viewers, but it will also be key for the business behind football: sponsors. With the tournament expanding to 48 teams and being held in three economic powerhouses—the US, Mexico, and Canada—a revolution in brand contracts is expected. Major tech companies, new digital platforms, and emerging brands want to fully immerse themselves in the FIFA universe. In this article, we analyze how the World Cup sponsorship ecosystem works, which companies could join, what the organizers are looking for, and how this will impact the fans. If you love football but are also interested in knowing who's footing the bill, keep reading.

How FIFA sponsorship works


FIFA divides its sponsors into three levels: FIFA partners (tier 1), World Cup sponsors (tier 2) and regional sponsors (tier 3). Each level has its own rights and prices, which can range from $20 million to $300 million per cycle.


Who are the sponsors today?


  • FIFA Partners: Adidas, Coca-Cola, Wanda Group, Hyundai/Kia, Visa, and Qatar Airways.

  • World Cup Sponsors: Budweiser, McDonald's, Vivo, Hisense, Byju’s.

  • Regional Sponsors: Selected local companies for each region (for example, Claro in South America or Algorand in North America).


Who Wants to Get Involved


With the 2026 World Cup taking place in three key markets for brands, many giants in technology, cryptocurrencies, and entertainment are testing the waters to join as official sponsors of the next FIFA cycle.


Potential New Sponsors


  • Amazon: With a strong presence in streaming and logistics, it is rumored to be looking to enter the FIFA ecosystem with AWS and Prime Video.

  • Apple: It already has the rights to MLS and could use the World Cup to position Apple TV+ and its new Vision Pro headset.

  • TikTok: Its power to engage young audiences makes it an ideal candidate for global campaigns.

  • Coinbase or Binance: If regulations allow, cryptocurrencies could return to the World Cup as financial innovation sponsors.

  • Shein or Temu: E-commerce brands seeking massive visibility in the West.


In addition, health, sports technology, and sustainability brands are expected to make a strong entry. FIFA wants to diversify its portfolio to align with key 21st-century themes: environment, inclusion, and digital transformation.


Another player that is being mentioned a lot is Netflix. Although it doesn't have broadcasting rights, it could release exclusive content related to the tournament, generating collaborations with FIFA for documentaries, series, or reality shows about the national teams.

The world of football is buzzing with anticipation. The 2026 World Cup is fast approaching, and national teams are battling for their place in the biggest tournament, where every match defines the dreams and hopes of millions of fans.With three host countries—the United States, Mexico, and Canada—this edition promises to be historic: more teams, more goals, and a unique global experience. Coaches are fine-tuning their strategies, and players are vying for their ticket to the most anticipated tournament.The countdown has begun. The ball is about to start rolling, and the whole world awaits the moment a new chapter begins.The World Cup is almost here… and the passion is palpable.

The world of football is buzzing with anticipation. The 2026 World Cup is fast approaching, and national teams are battling for their place in the biggest tournament, where every match defines the dreams and hopes of millions of fans.With three host countries—the United States, Mexico, and Canada—this edition promises to be historic: more teams, more goals, and a unique global experience. Coaches are fine-tuning their strategies, and players are vying for their ticket to the most anticipated tournament.The countdown has begun. The ball is about to start rolling, and the whole world awaits the moment a new chapter begins.The World Cup is almost here… and the passion is palpable.

How this impacts the fan


Beyond the business, the new sponsors will redefine the fan experience in 2026 and in the tournaments that follow. From how we watch matches to how we experience them on social media or in the streets, football is becoming more interactive, more personalized… and more commercial.


Things that could change


  • Official apps with more features: Augmented reality, real-time stats, trivia, and rewards.

  • More immersive fan zones: Sponsors like Meta could offer virtual experiences from home.

  • Personalized merchandise: Adidas, Amazon, and other brands could launch unique products based on your national team or favorite player.

  • NFTs and digital collectibles: A more structured return of digital assets backed by FIFA.

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