The news: Many companies are betting on the World Cup to capture consumers’ attention, build awareness, and drive spending.

The examples:

Target last week kicked off its Summer Goals Tour, featuring interactive games, brand experiences, giveaways, and exclusive products across four host-market cities.

Adidas is using the event to deepen its relationship with Nordstrom. The sportswear brand launched the “adidas at The Corner” in the retailer’s New York City flagship store, a dedicated pop-up in downtown Seattle, and displays in 33 other locations featuring curated merchandise and fan-focused activations.

Restaurants are leaning into the event. Large chains including McDonald’s and Buffalo Wild Wings are rolling out limited-time items, and TGI Fridays is launching a World Cup menu with offerings such as Matchday Bites and Matchday Platters, per Restaurant Dive. Independent restaurants are following suit, with point-of-sales provider Spot On noting new menu items, most of which are beverages—including soccer boot beers, Futbol Beer, Futbol Pasion, matchday draft items, and country-referenced soccer ball tequila items tied to the USA and Mexico.

Beer companies are also investing heavily. Anheuser-Busch InBev is spending more than $110 million on advertising and FIFA sponsorships to position Michelob Ultra and other brands as official beverages of the tournament, per The New York Times. While not an official sponsor, Molson Coors is boosting ad spending by about 60% for brands like Coors Light and Miller Lite, its largest investment in a live sporting event in a decade.

The context: Interest in the 2026 FIFA World Cup is growing, with roughly a third (32%) of US consumers planning to watch at least one match, up from 26% in a similar January survey, per Numerator.

While that trails intended viewership of the Super Bowl (69%) and 2026 Winter Olympics (58%), the World Cup appeals to a younger, more diverse audience, with roughly 2 in 5 Gen Zers (40%) and 39% of millennials.

World Cup viewers are also highly likely to spend. Nearly 89% expect to make a purchase related to the event, outpacing the Super Bowl (88%) and Winter Olympics (71%). Their expected average spend of $74 also exceeds both the Super Bowl ($68) and Winter Olympics ($63).

Those dynamics could generate roughly $7.5 billion in consumer spending (excluding in-person attendee purchases). That would slightly top the Winter Olympics ($7.2 billion) but lag the Super Bowl ($11.5 billion).

Implications for retailers and brands: The rosy forecasts for the World Cup—FIFA projected a $30.5 billion economic boost, and the US Travel Association expected a surge in tourism, with international visitors spending about 1.7 times more than the typical traveler—now look overly optimistic. Rising geopolitical tensions, high ticket prices, and elevated travel costs are already dampening demand, with hotel bookings in Canada and Mexico outpacing nearly all US host cities, per The Times.

Even so, the event remains a significant opportunity for brands, particularly among younger consumers as interest in soccer is surging. Because few global events command this level of attention, sitting on the sidelines isn’t really an option. The challenge for brands is not whether to show up but to create activations that break through and make the moment count.