Scoring big: How HK brands can tap into World Cup excitement

As global anticipation builds for the FIFA World Cup, 47% of Hongkongers plan to tune in—offering a major commercial opportunity for brands. Association with the tournament is proving to have a significant upside for marketers, driving purchase intent, trust, and audience relevance.

According to new research from YouGov, tournament sponsors stand to gain massive leverage from the world's biggest sporting stage. Globally, some 80% of football fans view tournament sponsors more positively, a favorability rating that surpasses the 80% mark in specific key markets among likely followers of the FIFA World Cup 2026.

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Looking to capitalise on this high fan sentiment is Lenovo, stepping in as the official technology partner and backbone for the 2026 tournament. According to the technology giant, its activation strategy centers on a "Smarter football for all" mission, aimed at democratising access to the game.

"Our mission means increasing access to football and ensuring fans enjoy the FIFA World Cup like never before—whether they are in the stadiums, at home, or on the move, with personalised experiences powered by Lenovo," the company stated.

To bring global audiences closer to the pitch, Lenovo is deploying AI-driven innovations designed to create a more immersive viewing experience while showcasing the real-world capabilities of its tech suite. For casual and first-time viewers, Lenovo's tech—such as 3D digital avatars—will provide clear visual context for complex moments like offside decisions. Meanwhile, hardcore football enthusiasts can look forward to the "Referee View AI Stabiliser," which promises a unique, real-time viewpoint of the action on the field.

For long-standing sponsors, the commercial upside relies heavily on emotional equity. Kelvin Au, Coca-Cola brand lead for Hong Kong & Macao, emphasised extending and elevating the experience beyond the standard 90 minutes of play. In Hong Kong, the brand has unveiled its "Feel it all" campaign, designed to capture the emotional rollercoaster of the tournament.

"For those who live and breathe football, our 10 limited-edition thematic packaging designs are collectible tributes," said Au. "For everyone else, the entry point might be the excitement of seeing BTS's V on our outdoor ads, or creating a personalised ‘12th player fan flashcard’ at our ‘Team Coke GOAL Cheer Station’."

Au noted that the trust premium historical sponsors receive boils down to consistency and universality. "Football is a universal language that transcends borders and generations. When consumers see a brand such as Coca-Cola, which has spanned nearly five decades of tournaments, they see a brand that has been woven into their football memories across generations."

Managing new expectations

The 2026 edition expands from 32 to 48 teams, introducing new entrants whose popularity and skill levels may not match previous tournaments. This structural shift is already altering consumer expectations and excitement for the event.

On the agency front, Alexandra Harrison, head of Havas Play Hong Kong, noted that successful campaigns are less about choosing between casual and hardcore fans, and more about finding the overlap.

“Big tournaments naturally pull in casual viewers through players and storylines, so that’s a good entry point," Harrison said. "The brands that get it right usually tap into player narratives or real fan behaviours—that tend to land with both groups without trying too hard.”

In light of these factors, brands shouldn’t be battling fan indifference; instead, they should be addressing practical barriers, according to Simon Chan, strategy director for OMD Hong Kong. He added that the real interest gap stems from the tangible challenge of watching live matches at inconvenient hours due to the timezone difference, not from a lack of enthusiasm.

The opportunity lies in how brands can empower consumers to overcome these hurdles and keep the excitement alive—making live viewing more accessible and engaging, despite the time difference.

With this in mind, brands must turn these challenges into opportunities by reconnecting customers with both the World Cup and their own products—empowering fans to fully enjoy the tournament, whether or not they can watch the matches live, he added.

What more can non-sponsors do?

For non-sponsor brands, the strategy should shift away from football itself and focus more on surrounding consumer behaviors. Given the North American time zones of the games, Anthony Lau, VP of strategy and growth at WPP Media HK, suggested focusing on late-night food, watch parties, and simply "surviving" the next day.

“From cha chaan teng tie-ins to simple 'survival' ideas for the morning commute, brands that help people deal with the time difference will feel more relevant than those forcing football messaging,” Lau explained.

Havas Play's Harrison agreed, noting that official rights aren't always necessary to win. “If a brand can add something to that experience, atmosphere, content, or just make those moments better, it naturally becomes part of it. You don’t really need rights if you’re showing up in the right places.”

Furthermore, with data from The Trade Desk revealing that over 60% of Hong Kong viewers committed to watching even after their preferred team is eliminated, brands have a unique opportunity to design campaigns that transcend team allegiances and sustain excitement throughout the entire tournament.

The key is to shift the narrative from celebrating specific team victories to celebrating the shared ritual of match-viewing itself, Chan noted.

The real story isn’t just about who lifts the trophy—it’s about the collective experience, the anticipation, and the traditions that bring fans together, match after match.

Ultimately, he said brands should spotlight the universal joys of World Cup fever—such as late-night gatherings, family group chats, friendly debates, and neighborhood celebrations. By positioning a brand as the ultimate enabler of these rituals—whether through providing essential food and drinks, football-themed merchandise, or facilitating shared viewing platforms—marketers can ensure their brand becomes an integral part of the collective World Cup experience.

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