World Cup Campaigns: The Ultimate Influencer On What We Eat, Wear And Where We Travel?

BusinessFood & DrinkWorld Cup Campaigns: The Ultimate Influencer On What We Eat, Wear And Where We Travel?ByValentina Di Donato,Contributor.Forbes contributors publish independent expert analyses and insights. Focused on the intersections between culture, wellness and foodFollow AuthorMay 24, 2026, 12:34pm EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.MUNICH, GERMANY - JULY 09: A detailed view of a bag of popcorn seen on the pitch after the final whistle in the UEFA EURO 2024 Semi-Final match between Spain and France at Munich Football Arena on July 09, 2024 in Munich, Germany. (Photo by Alex Grimm/Getty Images)Getty ImagesEvery four years, the FIFA World Cup transforms from a football tournament into something much larger: a global consumer event capable of reshaping what people eat, drink, wear and even the destinations they choose to take as their next trip.For brands, the tournament is no longer just about visibility on the sidelines. It is about capturing attention during one of the few remaining moments when billions of consumers are emotionally engaged with the same event at the same time.The scale of that influence is enormous. The 2022 FIFA World Cup final between Argentina and France became the most-watched men’s soccer match in U.S. history. According to Nielsen, American audiences spent nearly 80 billion minutes watching soccer on television in 2025 alone. Looking ahead to the 2026 FIFA World Cup hosted across the United States, Mexico and Canada, Nielsen data shows that 33% of Americans expect their interest in soccer to increase over the next 18 months.Food and beverage companies, in particular, are preparing for one of the biggest consumer moments of the decade.A Netherlands' supporter wears a hat shaped like a cheese ahead of the UEFA Euro 2024 quarter-final football match between the Netherlands and Turkey at the Olympiastadion in Berlin on July 6, 2024. (Photo by J...