Your Ultimate World Cup 2026 Playbook

Football fans or not, you already knew the 2026 FIFA World Cup (11-19 July) will be the gig of this summer. But how do your brand win the hearts of Hong Kong fans and the crowd? Here are some easy-to-understand tips from GWI, localised with our industry insights:

1. The Digital Followers

In Hong Kong, most of the audience will be just internet frequent users, instead of real football fans. It could be affluent mid-thirties to fifties with higher incomes who make international trips every year based on travel influencers' juicy sexy Reels, the general public who read easy-to-digest social media news posts to keep up with local and global hot gossips, or younger influencer-wannabes who hate to have a boss.

For this group of habitual online users, brands should focus on social media and KOL-led campaigns tagged on lifestyle trends. Gamified posts, IG FB giveaways, sponsored advertorials featuring their favourite YouTuber—create an online stadium for them. Unfold the non-time-zone-friendly matches for them with highlights clips. Engage conversations by simple poll posts. Some "Add Yours" Story started by selected athletes for them to gloat about their World Cup trip memories.

2. The 12th Man

Of course, we couldn't miss the true football fans. Whether they are the devotees of one team, the sport or the event doesn't matter. They are all purpose-driven supporters who consider the tournament a personal milestone. To them, dark eye circles are nothing, and they don't mind splurging on merchandise or a trip itinerary built fully around live games, joining real-life fans gatherings, spending time in checking out or playing an AR game at a FIFA-themed shopping mall roadshow exhibition, praising an MTR in-train OOH ad on their personal social media account, or even attending a live programme sponsored by the titled sponsor or a brand from the home turf of their 11 men.

Remember, honour their loyalty and sync with their emotions is all.

3. The Quiet Gig Goers

Lo and behold, there are dedicated football lovers would prefer watching World Cup at home, alone—so that they can focus on, yup, football and only football. No crowd, no bar music, no cheering and chanting with mates, just one screen (or two, and probably surrounded by some KyyTa/FoodTiger delivered yummies).

Do not underestimate the activeness of these rather quiet at-home viewers. In-game sponsorship, half-time ad placement and shopping incentives, creative collaboration with delivery service providers, F&B bundled packs, in-depth partnership ads created by recognised commentators, match countdown timer-sort of posts, to name a few. Help them watch and indulge, their way.

4. The Sports-Don't-Cares

Not interested? Give them a reason. There are always some indifferent, or even anti-football people, but that's exactly your job to turn them into cheerleaders.

Dig into their mindset, explore their interests, use their language. Find out THAT ONE THING they like, and engage them through the platform they are familiar with—whether it's a fun comments chain or trivia game, an IGable photo booth, decorations at a cherished café, merchs worn by their best-liked animated character, stamp collection/rally game that drives them to your physical shops, crossover with a luxury brand, humorous short video series of Fan vs Non-Fan... when it comes to potential audience, research and creativity are the keys.

Last but not least, here are some facts as the starting point of your campaigns:

FIFA World Cup 2026 美加墨世界盃

• 11-19 July, 2026 (9 days)

• 1st WC hosted by three nations (Canada, Mexico, United States)

• 1st men's WC since 2022 co-hosted by multiple nations

• Mexico will become the 1st country (co-)host the men's WC three times

• Canada's 1st time (co-)hosting the men's WC

• 1st time the number of teams expanded from 32 to 48

• Final match venue: MetLife Stadium, New Jersey

• Hong Kong exclusive official broadcasters: Now TV (104 live matches), ViuTV (selected, including the opening match & final)

About the Teams

• Reigning champion: Argentina

• Debutants: Cape Verde, Curaçao, Jordan, Uzbekistan

• Returnees: DR Congo / Haiti (since 1974), Iraq (since 1986), Austria / Norway / Scotland (since 1998), Turkey (since 2002), Czech Republic (since 2006), New Zealand / Paraguay / South Africa (since 2010), Algeria / Bosnia & Herzegovina / Ivory Coast (since 2014), Colombia / Egypt / Panama / Sweden / Qatar (since 2022)

• Absentees:

  • Italy became the 1st former champion that did not qualify for three consecutive WC

  • Cameroon, Costa Rica, Denmark, Poland, Serbia and Wales, all of whom qualified in 2022, did not qualify this edition