World Cup sponsors see lift in brand perception, says YouGov

More than four in 10 adults globally are expected to follow the FIFA World Cup 2026, but the real story for marketers is what happens next.

Some 80% of those fans say they view tournament sponsors more positively, according to new research from YouGov, underlining the commercial power of sport’s biggest stage.

The findings are based on a survey conducted between 13 March and 11 April across 19 markets including Australia, the US, the UK and key Asian markets, and form part of YouGov’s latest World Cup handbook tracking fan behaviour and brand impact.

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%, while Indonesia comes in at 37%. Singapore trails at 33%.

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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 major 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 at 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.

Across APAC, the impact is strongest in emerging markets, with fans in Indonesia and India showing the biggest lift in brand perception from World Cup sponsorships, followed by more moderate gains in markets such as Hong Kong, Australia and Singapore.

The data also points to a generational split. In most markets, younger audiences are more responsive to sponsors, particularly across digital channels, while older fans are more likely to engage through traditional TV.

TV and social media remain the primary channels for sponsor visibility, with social skewing younger and TV continuing to dominate among older audiences.

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