By Tom Lillig

Let’s talk about something that is coming that is big. And I mean really big.

In the summer of 2026, the FIFA World Cup is coming to North America. It’s going to be the biggest tournament in FIFA history — 48 teams, 104 matches, and 16 cities across the U.S., Mexico, and Canada. But this isn’t just a sports event. It’s a cultural moment. And for brands, it’s a once-in-a-generation opportunity to connect, celebrate, and be a part of something big.

Here’s the good news: You don’t need to be an official World Cup sponsor to get in the game. In fact, some of the most powerful and culturally relevant activations will come from non-sponsor brands that show up early, smart, in targeted geographies, and with purpose.

The momentum is already building. According to a newly released Harris Poll, 72% of Americans say they’re interested in soccer, and almost half say their interest is increasing. That growth isn’t just from diehard enthusiasts. It’s casual fans, families, and communities who are starting to see soccer not just as the world’s game, but as part of their identity.

And with 70% of soccer fans saying they’re more excited about the World Cup because it’s happening in North America, the energy is already here, ready to be tapped.

So the question isn’t should your brand do something. The question is: What should your brand actually do?

What Your Brand Can Actually Do

You don’t need an official sponsorship to matter during the World Cup. What you do need is a strategy rooted in cultural relevance, emotional resonance, and human connection. This is a once-in-a-generation moment, and your brand has a chance to show up in ways that truly stick with people. Here’s how to make it count.

1. Understand the Soccer Calendar and Pick Your Spots

The World Cup may officially begin in about 300 days, but fans are already engaged, and the journey to June 11th, 2026 is full of moments that matter: team qualifications, the World Cup Draw, national roster reveals, and more.

These milestones build anticipation and emotional momentum. Take a hard look at the soccer calendar and ask, Where do we belong? Is it a digital campaign leading up to the World Cup kick-off or a grassroots effort built around an important local match, aligning your brand with the right moments, not just the biggest ones, is how you cut through the noise and earn relevance.

2. Craft Content That Feels Human — and Partner with People Who Make It Real

Soccer isn’t just a sport. It’s a language, a rhythm, a culture. And the most memorable brand moments are the ones that lean into that spirit.

Tell stories that tap into the emotion of the game: behind-the-scenes footage, culturally rooted series, fan traditions, and nostalgic rituals. Then, elevate that storytelling by collaborating with soccer content creators, soccer influencers, former USMNT players, and current athletes who already have the trust and attention of the audiences you want to reach.

3. Create Fan Activations — Digital or IRL

World Cup magic lives in shared experiences, and your brand can be the spark. Whether it’s an interactive game, a digital prediction challenge, or a pop-up watch party in your key markets, fan activations bring your brand off the sidelines and into the emotional core of the tournament.

Done well, these aren’t just stunts. Building a brand around soccer in the U.S. is a ground game and is built on 1-to-1 shared experiences. Our fan activations are opportunities to build real connection, creating moments that fans remember, share, and talk about long after the final whistle blows.

4. Connect Purpose to Play

The World Cup gives us more than highlight reels. It’s a showcase of perseverance, diversity, unity, and national pride, values that are likely already alive in your brand’s DNA.

Use this moment to elevate the things you’re already doing–in DEI, sustainability, youth development, or community building–through a soccer lens. When you lead with purpose, you earn not just attention, but trust. And trust is the real currency of loyalty.

5. Design a Hospitality & Ticketing Strategy

Not everything has to scale, and sometimes, the most powerful moments are the most personal. World Cup season is a golden opportunity to recognize and reward your most valuable employees, customers, or partners with unforgettable experiences.

This could mean curated travel packages, exclusive access to team events, private watch parties, or concierge-level hospitality. When done right, this isn’t just entertainment, it’s long-term relationship building that lives far beyond match day.

Don’t Miss the Moment

This isn’t just another campaign window. It’s a global stage landing on your doorstep. 

The brands that show up now, with purpose, creativity, and a willingness to connect, won’t just win impressions. They’ll earn loyalty, relevance, and long-term value.

At Stone Ward, with years of experience working with U.S. Soccer, NWSL, Copa America, and numerous European Clubs, we have seen the way the beautiful game has a way to deeply connect with audiences of all stripes. We’re already helping brands navigate that path, from early strategy to final whistle. 

If you’re ready to build something meaningful around this moment, we’re ready to help. The World Cup is coming. Let’s make sure your brand isn’t watching from the sideline, but is actually in the game.