The FIFA World Cup has started, and for brands it is one of the biggest media moments on the calendar.
Hosted across Mexico, the USA and Canada, this expanded tournament brings 48 nations, 104 matches and weeks of high-attention viewing. It is live, emotional, unpredictable and genuinely shared, which is exactly why it still matters so much in a fragmented media market.
The best opportunities are not limited to spot airtime around the biggest matches. There is value across the whole ecosystem: live coverage, pre-match build-up, highlights, news, social conversation, sponsorship, BVOD, connected TV and tactical content around key fixtures.
For advertisers, the winners will be the brands that plan properly, stay close to the schedule and understand where the audience attention is moving as the tournament develops.
The World Cup is under way. Now the real competition starts, on the pitch and in the media market.