2026 will see the world’s biggest ever mega sport event. The FIFA World Cup to be held in 16 host cities across the US, Canada and Mexico. To the marketer, it is a generational opportunity to connect with consumers around the world and in your own backyard. Our 120-page report, complied by the team at CULTUREBALL and with the help of researchers at Birkbeck, University of London, has imapped the landscape of stories that will dominate the leadup, event and potential legacy. And identified opportunities for brands to have a meaninful connection with consumers.

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