We Are Social Launches Culture in Play, Helping Brands Navigate the 2026 World Cup

Aug. 21, 2025

Global socially-led creative agency We Are Social has launched Culture in Play - a landmark report designed to help marketers prepare for the most expansive and culturally resonant FIFA World Cup to date. 

Culture in Play delivers a comprehensive roadmap for how brands can show up, connect, and win with fans across the U.S., Canada, and Mexico–and with the world watching. The report offers a unique global perspective, drawing on insights from We Are Social’s global network, led by We Are Social Sport in North America, and supported by its team in EMEA. 

The report is informed by a mixed-methodology approach that includes marketer surveys, in-depth interviews with fans in the U.S., Mexico, and Canada, social listening analysis across 150+ creator accounts and data from GlobalWebIndex, Demographics Pro, and Infegy. 

World Cup 2026 will be the largest ever, with 48 teams, 104 matches, and over 6.5 million fans expected to attend. With the tournament unfolding across three nations and 16 host cities, it will be more than a sports moment–it will be a global cultural phenomenon.

Culture in Play explores three critical intersections for brands:

• World Cup x Culture

The report examines how the World Cup unites people across generations, countries, and beliefs–while also shaping perceptions and identity. Brands that embrace cultural nuance and honor the emotional weight of the tournament will rise above the noise. Whether it’s the power of heritage, diasporic pride, or fashion-meets-football expression, showing up with cultural credibility is table stakes in 2026.

• World Cup x Fandom

Fandom in 2026 is more complex and connected than ever. With input from fans across North America, We Are Social’s proprietary Fandom Fabric breaks fans down into nine distinct personas across motivation and intensity–ranging from die-hard Ultras to "Here for the Fan Edit" meme-sharers. Knowing who you’re speaking to–and how they engage–will separate relevant from forgettable.

• When, Where & How You Show Up

With 70% of fans on social media during matches, and the final expected to draw a record-breaking 1.5 billion viewers, every match is a moment–and every moment is an opportunity. But scale alone isn’t enough. Brands must navigate local nuances across cities, show up with fresh storytelling in crowded timelines, and build experiences that deliver before, during, and after the tournament.

Key insights for marketers:

• 6 billion+ people are expected to engage globally with WC26.
• Audiences are evolving–younger, more diverse, more female, and more socially connected than ever before.
• Cultural context is king–heritage, celebrity fandom, and digital-first narratives are shaping how people participate.
• Inspiration from beyond soccer–from F1-style dramatization to fashion drops and gaming collabs, unexpected entertainment drives engagement.
• The conversation has already begun–767M mentions globally since January 2025.

Jas Dhami, Head of Sport at We Are Social in North America said:

"The 2026 World Cup will be unlike anything we’ve seen before. It’s not just a game. It’s a media moment, a cultural flashpoint, and a massive opportunity for brands to authentically connect with fans across borders, identities, and screens. This report unpacks that complexity and gives brand marketers the tools to lead–not just follow–the conversation."

 

Joe Weston, We Are Social’s Head of Sport, UK, said:

"The 2026 FIFA World Cup is a huge sports marketing opportunity for brands, sponsors and rights holders. The tournament being split across three distinct markets creates a rich, yet nuanced cultural landscape for brands to operate in - this is where the report comes to life. By learning from our expert sports cultural specialists on the ground in Canada, the U.S., and Mexico, we’re giving marketers everything they need to know to understand the nuances of the host nations, the local media landscape, and creators who will shape the tournament on social. If marketers want to show up at the World Cup in a relevant and impactful way, this report is a must-read."