General · 28 May 2026
Brands spend millions for World Cup attention
Companies are making substantial marketing outlays for the forthcoming World Cup, vying for consumer focus in a highly competitive attention landscape. Broadcasting from the United States, Canada, and Mexico, this competition will showcase 48 national squads, offering a highly profitable cultural stage for various brands. Adidas spent approximately $67 million on its "Backyard Legends" campaign film, released in early May, which gained 5.4 million TikTok views.
Reported by Vogue · How we write briefs