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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
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Hélène Bouffard
Chief People Officer
Hélène Bouffard is responsible for our global people function and how to align roles, skills, and workforce design with the company’s AI-first strategy. Her role also includes talent development, organizational design, and cultural transformation.
Hélène brings more than 25 years of human resources leadership experience to Circana. Most recently, she served as Director of Human Resources and Artificial General Intelligence (AGI) at Amazon.com, Inc., where she helped build the people foundation for the company’s AGI organization. During her 17-year tenure at Amazon, Bouffard also held the role of Director of Human Resources for Devices and Services, supporting the global teams behind Alexa, Kindle, Echo, and Ring. Across these high-growth, innovation-driven businesses, she led initiatives that advanced organizational effectiveness, strengthened leadership capability, and scaled HR infrastructure for tech-driven environments. Prior to Amazon, she served in people roles at Computershare, Expedia, MediSolution Inc., and Shell.
She is based in Seattle, Washington.
