The Onboard Sports Advisory team is tracking conversation-shaping stories from the FIFA World Cup 2026 commercial landscape. Below are featured articles and our observations on trends that marketers may find relevant – from the field of play to fan activations to community impact. We invite you to dive in, stay informed, and connect with us at any time to explore how we can support your objectives.
Key Insights
In the days following the U.S. loss to Belgium, team talisman Christian Pulisic has become the lightning rod for team critics. Fairly or unfairly, his early game exit and overall tournament showing has snowballed into a debate on Pulisic’s status as the American star player, the USMNT’s outlook, and even the soccer ecosystem in the U.S.
Another group impacted by the Pulisic discussion are his sponsors, who at minimum considered whether to adjust any plans—a reminder of the risks that sponsors undertake when selecting athlete ambassadors. Of course, given the lead time required to choose athletes, one of the most important bets that marketers make is whether their ambassador simply makes the team (see: Landon Donovan’s 2014 omission). Given the secrecy and scrutiny around this year’s USMNT selections, it’s understandable why many brands gravitated toward Pulisic. In 2030, World Cup creative may feature a wider variety of emerging U.S. players like striker Folarin Balogun or defender Alex Freeman.
Considering these risks, we see a few athlete strategies emerge. According to ADWEEK, Lionel Messi was featured in 1 in 4 World Cup ads; past World Cup trophy-raisers like he or Kylian Mbappé have unassailable credentials to appear in tournament-long commercials. Brands who select retired stars like David Beckham or Ronaldinho Gaúcho are also safely protected from the highs and lows of on-field performance.
This year’s World Cup has also seen the continued growth of athletes who are influencers both on the field of play and on social media. Perhaps no player has won the World Cup (thus far) more than Norway’s Erling Haaland. When he’s not leading Norway to the quarterfinal round, Haaland has led the team and fans in an epic rendition of the viral Viking Row. And with a cheeky personality that he features on his YouTube and social media channels, Haaland has given fans a look at the other side of his life—from trying on cowboy hats in Dallas to promoting a remix of one of his rap songs. Given his ability to show his personality and connect with fans on social, Haaland offers a new model of athlete creator relevant to how fans are consuming this year’s World Cup.
Top 5 Stories
/ The influencer’s World Cup: Pitchside access and the battle for views in an often lonely world
The Athletic, 7/8
/ How brands are embedding themselves in World Cup hype on Reddit
Marketing Brew 7/9
/ How Lenovo's AI-powered solutions are directly impacting the FIFA World Cup experience
Fox Business, 7/9
/ As Messi Shines at World Cup, His Brand Partners Reap the Rewards
Sportico, 7/7
/ Why America has fallen for Erling Haaland, football's most likeable superstar
The Athletic, 7/10
Image Source: The Athletic, “Why America has fallen for Erling Haaland...” 07/10/26