FIFA World Cup 2026 sponsors see major boost in consumer trust

More than four in 10 adults globally say they will follow the FIFA World Cup 2026, with over 80% of likely followers indicating they view tournament sponsors more positively, according to new research from YouGov.

Ahead of the tournament, YouGov conducted a survey between 13 March and 11 April across 19 markets: Australia, Canada, Denmark, France, Germany, Great Britain, Hong Kong, India, Indonesia, Italy, Mexico, Poland, Saudi Arabia, Singapore, Spain, Sweden, Switzerland, the UAE and the US.

The findings are compiled in a World Cup handbook that highlights who is most likely to follow the tournament in the US and key international markets, and which audiences are most responsive to brand sponsorships.

Globally, one in four individuals consider themselves active football followers. Indonesia leads this measure at 41%, followed by Thailand, Singapore and Hong Kong. When it comes to intent to follow the 2026 edition specifically, 47% of Hongkongers plan to tune in. Australia tracks the global average at 41%, Indonesia comes in at 37%, while Singapore trails at 33%.

Meanwhile, brand associations with the FIFA World Cup have a clear upside for marketers, boosting purchase intent, trust and perceived relevance. In some markets, more than 80% of likely FIFA World Cup 2026 followers say they view tournament sponsors more favourably. In the US, fans not only see sponsors as more trustworthy and socially relevant, they also expect them to offer special discounts.

India tops the list of likely FIFA World Cup 2026 followers at 54%, above the global index of 42%, followed by Hong Kong (47%), Australia (41%), Indonesia (37%) and Singapore (33%).

Interest in the tournament skews younger in several Western markets: those under 35 are more likely than older generations to follow the World Cup in the US, Canada, Germany, Denmark, France, the UK, Australia and Singapore. The pattern reverses in Mexico, Italy, Poland, Hong Kong, India, Indonesia, the UAE and Saudi Arabia, where respondents aged 35 and above show higher intent to follow.

More than half of likely followers say they notice FIFA World Cup sponsors, with India leading (78%), followed by Indonesia (71%), Australia (65%), Hong Kong (64%) and Singapore (56%).

Younger fans are particularly attentive to sponsorships. Followers under 35 are more likely than those 35+ to recognise tournament sponsors. Coca‑Cola leads global sponsor recognition at 46% among likely followers, ahead of adidas (42%) and Qatar Airways (31%). Recognition of adidas and Qatar Airways skews younger. Coca‑Cola tops aided sponsor recall in both Australia and Hong Kong, while adidas peaks in Indonesia.

In APAC, 83% of Indonesians say FIFA World Cup sponsorships make them feel more positively toward brands, followed by India (75%), Hong Kong (68%), Australia (66%) and Singapore (49%). Spain, India, Saudi Arabia and Hong Kong are the only four markets where older followers (35+) feel more positively toward sponsors than younger fans (18–34).

TV (43%) and social media (41%) emerge as the key channels through which FIFA World Cup sponsors are noticed. Sponsor recall via social media skews younger (49%), while TV is more prevalent among older fans (45%). Globally, online and digital ads also show stronger influence among younger audiences (30% vs 26% for older cohorts).

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Coca‑Cola gets fans jumping with its FIFA World Cup 2026 anthem
Shin Tae-yong fronts CLEAR MEN ULTRA launch ahead of FIFA World Cup 2026