This World Cup, now well under way, has been dominated not only by the action on the pitch but how much brands are spending ...

Brands are pouring marketing dollars into the World Cup as growing U.S. interest turns the event into a driver of consumer ...

The mandatory hydration breaks introduced at the 2026 FIFA World Cup, labelled a “player welfare measure”, have rapidly ...

New MFour Data Research survey of 1,000 U.S. World Cup viewers reveals the 90-second window where Michelob Ultra, Gatorade, ...

Meltwater dove deep into plays by McDonald’s, Adidas and Nike to see which are cutting through the World Cup noise.

China isn't on the pitch, but its companies are helping shape the most high-tech World Cup yet.

Football legends, Hollywood stars, and fan culture are dominating early World Cup creative, but the smartest brands know ...

FIFA's mandatory World Cup hydration breaks are designed to protect players—but they also create valuable new advertising ...

System1, the Creative Effectiveness Platform, has crowned Irn-Bru the winner of the 2026 Advertising World Cup, topping a ...

FIFA have temporarily 'debranded' the iconic stadiums across the United States for the World Cup - but some have found some ...

The 2026 World Cup's new mandatory three-minute hydration breaks are fundamentally reshaping soccer, seemingly driven by ...

FIFA’s mandatory hydration breaks gave broadcasters two extra ad windows per World Cup match, and this chart shows how that ...