🏆 NEW REPORT 🏆 CULTURE IN PLAY: HOW BRANDS WIN WORLD CUP 2026
Reports
Built by We Are Social North America’s sport team, Culture In Play is an 80+ page report unpacking the fandom, data, and culture driving the biggest World Cup in history.
The World Cup is coming home – and this isn’t your usual tournament.
48 teams. 16 cities. Three countries. Over 6 million fans packing stadiums, with billions more watching worldwide.
This World Cup isn’t just bigger – it’s more layered, more cultural, and more connected than ever before. Since January, conversation around WC26 has exploded with 767M+ social mentions, fueling billions of impressions.
With Culture In Play, We Are Social tapped into the heart of fandom to unpack the stories, data, and social trends shaping WC26 – revealing what’s driving the hype and, more importantly, how brands can break through it.
Listen to our Gen AI audio podcast about the report 👇
Who’s watching (and WHY IT MATTERS)
Soccer fans today aren’t all the same – and brands need to speak their language:
Family & heritage fans: Soccer as roots, legacy, and pride – especially in immigrant communities fueling the sport’s rise in North America.
Player-first fans: Following stars, not just scores. Global icons like Cristiano Ronaldo draw billions.
Culture-seekers: Living for the memes, music, and style – the vibe of soccer culture on TikTok, Instagram, and beyond.
THE PLAYBOOK FOR BRANDS
Join the live convos. Nearly 70% of fans are scrolling social during games – your brand needs to be there, not after the fact.
Tailor your storytelling. Younger, more diverse, and female fans are growing fast – authenticity wins here.
Think local. Every host city is its own world – local culture isn’t optional if you want fans to notice.
Bring balance. The grind is real – brands that create moments of refresh and wellness will score major goodwill.
WHY THIS MATTERS
World Cup 2026 is the biggest sporting event in history. Culture In Play is your guide to the fandom, data, and cultural shifts every brand needs to know.
Ready to play?
Dive into the insights and let’s talk about how your brand can show up and stand out.
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