Can the 2026 FIFA World Cup become the global Super Bowl of advertising? It's a little weird when you consider that, while Super Bowl fans are mostly North Americans, top ads go worldwide. Each February, brands pour millions into slots that become cultural touchstones.

The World Cup, with its massive audience and emotional engagement, might seem an obvious fit. Yet, despite drawing five billion people, it hasn't quite matched the Super Bowl's advertising buzz. This is because Super Bowl ads aren't just seen; they’re experienced – fans often buy related products while watching.

Stanford found that these ads create a 'complementarity' between brands and sports viewing. Brands like Budweiser become almost essential for football fans, making them more effective long after the game is over. Each ad can earn millions in extra sales weeks later during other sporting events.

The World Cup’s fragmented nature – with games spread across different channels and countries – makes it harder to create that same level of focused engagement. However, the 2026 event, coming to the US, Canada and Mexico, could change this. Eight matches in LA alone are projected to bring $594 million into the local economy.

For creatives, the challenge is clear: adapt to multiple markets and cultures, creating ads that resonate globally rather than just nationally. With the right strategy, brands might find even more success on the global stage of the World Cup.