Top of Mind Thursday – June 11, 2026: Scoring Big

This week, the FIFA World Cup began in North America.

For those who may wonder what this is all about, an estimated 5 million people will attend 104 matches among 48 teams in 16 venues across the US, Mexico, and Canada.

Beyond that number, an estimated 5 to 6 billion people will watch World Cup events across all media. That doesn’t include the billions of marketing impressions from World Cup-themed products and promotions–from yogurt cups to soft drinks, apparel, personal care, and financial services—as well as unofficial local promotions, such as discounted pizzas on game day, or special offers for those wearing a team jersey to a local store.

Soccer, known as football outside the US, has long been the sport of choice for many countries around the world, with an estimated fanbase of over 3 billion people. Over the last 20 years, the number of players actively participating in soccer leagues has grown to nearly 25 million. Many young families are turning to soccer as a safer alternative to sports like football.

For the next month, expect to see and hear World Cup-related mania nonstop. With everything else going on in the world, this is a chance for soccer fans to root for their favorite teams and savvy marketers to score big with product tie-ins. That’s a win-win for everyone.

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