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Genevieve Norris
Genevieve Norris
Global Communications Manager

Published: 11 May 2026

The Best of the World Cup 2026

The Best of the World Cup 2026

The 2026 World Cup is just around the corner, and you can already feel it. TV screens, social feeds and store shelves are filling up fast with sponsored products, a parade of sporting legends (no surprises here, Beckham is back and repping more than a few logos), and plenty of action-packed football (or soccer) showdowns.

From beer to toys to finance, no category is sitting this one out. Every brand wants a place on one of the biggest stages in global culture. As those campaigns roll out, we’re tracking exactly how they stack up.

Using System1’s Test Your Ad, we’re measuring every World Cup spot as it airs to understand how real, nationally representative audiences feel about the brands showing up. Historically, sports sponsorship has not always translated into standout creative. Our research shows most ads hover in the low 2-Star range, out of a possible 5.9, often missing the mark with mass audiences.

So, will 2026 be any different? Which brands will score with consumers, and who will fall short when it matters most?

Here’s our starting line-up:

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