Introduction
In less than six months, Mexico will host its third FIFA World Cup, becoming the first country to stage this prestigious tournament three times. The digital revolution since the last occurrence in 1986 compels media outlets and advertising agencies to rethink their strategies for audience engagement.
The Significance of Hosting the World Cup
Jorge Castillo, director of sports at ESPN Mexico, shares his perspective: “Hosting a World Cup in your country is the ultimate aspiration for both fans and media. We understand our responsibility to deliver the best content possible across all platforms.”
Josi Eshkenazi, director of Soccer Media Solutions, echoes this sentiment: “First and foremost, the World Cup is a celebration, something magical, a dream come true, and an unprecedented experience. However, it also means hard work and responsibility.”
The Evolution of Sports Broadcasting
From the 1930 Uruguay edition, with only a few photographic and audiovisual records, to the 2022 Qatar tournament that captivated an estimated 5 billion viewers, sports broadcasting has transformed significantly.
The 2026 World Cup, co-hosted by Mexico, the United States, and Canada, will be unique due to the digital revolution that didn’t exist 40 years ago. Jorge Castillo explains, “The content offering has exploded not just in sports but across all areas globally.”
The number of sports media transmitting events in Mexico has tripled over the past five years, posing a massive challenge but also an opportunity to create relevant content that attracts attention and caters to various generational consumption habits.
The Impact on Fans and Media
With 48 teams participating in the 2026 World Cup, FIFA anticipates over 5 million fans traveling across Mexico, the US, and Canada. Those unable to attend will seek alternative ways to consume the tournament.
“Fan consumption habits vary, and fans will watch during suitable times on preferred platforms. This World Cup won’t be an exception; we must dominate the conversation with appropriate content and talent,” Castillo asserts.
ESPN Mexico will cover its sixth World Cup, though it hasn’t acquired transmission rights. Their strategy revolves around generating content surrounding matches, focusing on topics like team cultures, player stories, and coach narratives.
“Our primary goals are to grow our audience and increase revenue compared to the 2022 World Cup. While I can’t disclose specifics, we anticipate at least a 40% growth in both areas.”
Advertising Opportunities During the World Cup
Publicity will be another crucial communication channel during the 2026 World Cup in Mexico, especially considering that 81% of Mexicans watch football and rank fifth globally in internet consumption.
Thirty-two of the 104 matches will be broadcast on open signal in Mexico, with approximately 38 days of event coverage featuring multiple activation spaces for brands.
“We can’t associate brands with the World Cup, as these are FIFA’s exclusive rights. However, we can link our clients to our events,” explains Josi Eshkenazi.
Regarding brand association costs, Eshkenazi comments: “We offer diverse portfolios for all budgets, accommodating small and medium-sized brands that may not afford large official sponsorship amounts. The price range is challenging to pinpoint due to numerous factors, but they are budget-friendly options tailored to brands.”
Local Initiatives and Influencer Marketing
In Mexico City, the Fan Fest will take place at Zócalo from June 11 to July 19. Without the official label, Soccer Media Solutions partnered with Parque Aztlán to create Futlán, offering entertainment and screens displaying match highlights daily from 10 AM to 1 AM.
“With 90 million football fans in Mexico, only 850,000 can attend matches. Among the 20 million Mexico City residents and 5 million expected tourists, only 440,000 can attend matches, creating demand for alternative viewing methods,” emphasizes Sergio Haua, Parque Aztlán’s director.
Soccer Media Solutions collaborates with influencers through marketing strategies. For the 2026 World Cup, they launched ‘Soccer Heroes,’ featuring ambassadors like Alexis Vega, Marcel Ruiz, and Luis Ángel Malagón from the Mexican National Team.
“Mexico is the second-most significant Latin American country for influencer marketing, with over 76% penetration in creator usage and 60% of consumers influenced by creators,” Fernando Grissi, Trebel’s intelligence operations head at Soccer Media Solutions, highlights.
The 2026 World Cup is projected to be the most-watched tournament in history, with 48 teams participating. FIFA expects to surpass Qatar 2022’s 5 billion viewers and draw over 5 million attendees across Mexico, the US, and Canada’s stadiums.
