World Cup Ads Face Unique Challenges, Opportunities This Summer

BusinessSportsMoneyWorld Cup Ads Face Unique Challenges, Opportunities This SummerByJohn Cassillo,Contributor.Forbes contributors publish independent expert analyses and insights. L.A.-based lead analyst at The Measure, covering the data behind sports media topics.Follow AuthorJun 15, 2026, 01:41pm EDTCHARLOTTE, NORTH CAROLINA - MAY 31: Christian Pulisic of United States celebrates after scoring his team's second goal during the international friendly match between United States and Senegal at Bank of America Stadium on May 31, 2026 in Charlotte, North Carolina. (Photo by Omar Vega/USSF/Getty Images)Getty ImagesWhen the FIFA Men’s World Cup kicked off last week, it started an enormous moment for soccer in the United States.Unlike the last time the country hosted the World Cup, its domestic league (Major League Soccer) is now fully operational and 30 years old. Soccer has also clearly grown in the U.S. since 1994, and both the men’s and women’s teams are (mostly) World Cup fixtures.Still, despite MLS’s $2 billion media rights deal with Apple TV, the sport has not yet punched its way past the “Big Four” of the NFL, NBA, MLB and NHL in the U.S.The men’s team has also found a mixed bag of results over the last decade: More U.S. players than ever in Europe, yet the national team has not made it to the World Cup quarterfinals since 2002. Since 2020, the U.S. has had five different managers (including interims), and will have a sixth following this World Cup when Mauricio Pochettino departs. In every match following the 2022 World Cup, the group has a record of 26 wins, 18 losses and nine draws, including an 11-9-2 mark since the start of last year – prior to Friday’s 4-1 win over Paraguay.The lack of success and star power creates some major hurdles for the United States team to overcome. And it translates to World Cup advertiser challenges as well: How do you make the most of the U.S. hosting the World Cup when it has an almost non-existent chance of winning, and fe...