Sponsorship

2 articles

Diverse crowd watching a soccer match on a large screen in a city square, showing broad appeal beyond dedicated fans.

Brands Shift World Cup Strategy to Engage Non-Fans

Bank of America has joined the 2026 World Cup sponsor roster as a first-time participant, a clear signal that major brands now see soccer as a critical platform for U.

Baa' Yazzie·June 24, 2026

A soccer player taking a hydration break during a World Cup match, with blurred stadium lights and advertising graphics visible.

The Food Corner

World Cup hydration breaks add 4:20 of TV ad time per match

Mandatory hydration breaks during World Cup matches will inject an additional four minutes and 20 seconds of TV advertising into each game, according to BBC .

Baa' Yazzie·June 20, 2026