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Of those who plan to watch the global soccer tournament,
66%
State that they plan to view this year's matches at home by themselves or with members of their household.
Quick Insight
As the international tournament kicks off across North American cities in mid-June, CPG brands, retailers, and foodservice operators have a clear opportunity to engage millions of fans across 48 countries.
And it’s not just about viewership, it's about shared experiences. New Circana insights show 24% of consumers plan to watch matches with friends and family outside their household.
For brands, that means more occasions, more connection points, and more moments to win with consumers.
Company
Suggested solutions
Keep Your Eye on the Ball
Connect fan engagement to real-world spending with the definitive source for tournament-driven insights. Attention is everywhere. Impact is harder to find.
The 2026 Global Football Tournament will capture millions of moments of attention. But attention alone isn’t opportunity. Understanding how that attention converts to spending is.
That’s where Circana leads.
Circana delivers a complete, connected view of consumer behavior—linking media exposure, fan engagement, and real-world purchasing. Our data, forecasts, and analysis cut through the noise to reveal how global football moments drive measurable impact across the retail, CPG, and media landscapes.
Featured Insight
How Brands and Retailers Can Score with Global Soccer Fever
As enthusiasm grows for global football/soccer matches, brands and retailers can seize the moment to connect with millions of fans tuning in and shopping for team gear, food, and more. From TikTok marketing opportunities to watch party trends, discover the winning strategies to score big during this month-long tournament.
Blog
Whether it is the Olympics, global soccer tournaments, tennis grand slams, prestigious golf tournaments, or a championship American football game, major sporting events capture the world’s attention, and with it, a surge in consumer spending. For marketers, these moments can feel like can’t-miss opportunities. But the reality is more nuanced: While the impact on retail and consumer engagement is real, it is often fleeting, uneven and highly contextual.
Circana's Event Coverage
Most track hype. Circana tracks spend.
Our technology directly connects fan engagement to actual spend—quantifying how matches, milestones, and moments translate into demand, category shifts, and brand growth. The result: a clear, data-backed view of the tournament’s true commercial power.
Big data is valuable. But only if you can use it.
Turning signals into strategy, Circana’s global analysts bring the big event to life with sharp commentary, forward-looking insights, and practical recommendations.
Explore this hub for the latest thought leadership and market analysis all in one place, to spot trends early, adapt in real time, and make every moment count while the world is watching.
Featured Insights
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The Beer Boom
