The 2026 World Cup will mark a turning point in sports, but also in the business world. For the first time, the tournament will feature 48 national teams and will be held across three countries: Mexico, the United States, and Canada, significantly expanding its global reach. At the last World Cup in Qatar 2022, the final match between Argentina and France drew over 1.5 billion viewers, while the tournament attracted more than 5 billion viewers, underscoring the event’s magnitude.
FIFA’s latest report projects that the 2026 World Cup will attract a global audience of 6 billion people, making it the most-watched event in history.
The Mexican Institute of Industrial Property (IMPI) reported that Mexico ranked 11th globally in terms of the number of patents granted in 2026 related to the 2026 World Cup, which represents an opportunity to promote innovation and entrepreneurship in the country.
Level of interest in watching the World Cup
More than half of the population (55%) regularly follows soccer in Mexico; however, interest in watching the World Cup exceeds that figure. This phenomenon is primarily due to a combination of national pride, the high quality of the event, its cultural impact, and the fact that it takes place only once every four years.
Mexico is the country with the most local fans interested in the World Cup among the three host nations.
However, interest in soccer in Mexico remains a gender issue, with a significant gap between women and men compared to Canada and the United States.
Which brands or sponsors are capitalizing on the event’s attention?
Mexico stands out significantly in the commercial sphere of global soccer. Not only is it one of the countries with the largest fan base and highest consumption of soccer-related merchandise, but it also boasts a strong base of local sponsors for its national team and Mexican brands with a presence at the 2026 FIFA World Cup. Various brands across different sectors are capitalizing on their sponsorship through campaigns, special editions, and official merchandise.
More than 4.5 million fans around the world applied for the 2026 World Cup ticket presale. FIFA announced that fans from 216 countries registered for the first presale, with Mexico ranking second in the number of applications received during the first 10 days. “The largest number of applications came from residents of the three host countries: the United States, Mexico, and Canada, in that order.” However, the Mexican-American community also stood out in the United States.
It should be noted that the Mexican National Soccer Team remains the most powerful asset in Mexican sports, even in the face of criticism regarding its performance on the field. Despite this, its commercial appeal is undeniable: with audiences exceeding 50 million viewers across Mexico and the United States, it continues to be the country’s most profitable sports franchise. According to estimates, the cost to sponsors of “El Tri” ranges from 50 to 200 million pesos annually.
The Mexican national team’s jersey is one of the best-selling jerseys worldwide, trailing only Spain, Argentina, and France. Adidas’s contract with the FMF is one of the most lucrative, with an estimated value of $10 million annually.
Therefore, it is essential to capitalize on the advertising investment through brand recall and association throughout the sporting event, not just when the Mexican national soccer team is competing.
That said, sponsoring the Mexican national team remains a double-edged sword: it offers enormous media exposure but little visible presence during the game. Brands that manage to capitalize on the partnership through distinctive strategies, social impact, or unique experiences can reap real benefits.
Key benefits that brands can leverage at the business level
First: Take advantage of the opportunity for massive exposure and unparalleled brand recognition across all possible media channels, social media, and live events. Especially during the 39 days of the World Cup.
Second: Conveying a sense of affinity and emotional connection; sponsorship allows us to “embrace” values such as hard work, passion, teamwork, and national identity, fostering a deep connection with these millions of fans.
Third: Promote exclusive activations and promotions: Brands should leverage the event’s image—and not just the Mexican national team—in their products and campaigns to drive sales. For example:
- Connect with fans emotions
- Incorporate the lasting impact of as many matches as possible
- Include motivational images, player participation in matches, and a commitment to results both on and off the field
Each campaign must have a unique strategy; they must all stand out to viewers so that the message doesn’t get lost or diluted amid the noise during the event.
At Secretos de México, we offer tailored solutions designed to understand and decode the secrets of Mexicans. Our goal is to share with our clients and partners the key insights identified before, during, and after each initiative we implement.
