The World’s Biggest Stage is Coming to America

The FIFA World Cup is the most-watched sporting event on the planet – and in 2026, the global game returns to U.S. soil for the first time in a generation. For brands, this once-in-a-lifetime moment means:

Alignment with unmatched scale
High-impact placements adjacent to culturally defining moments
Premium storytelling power

Carlos Bocanegra served as USMNT captain in 64 matches

Unlock FIFA World Cup advertising opportunities with Comcast Advertising

Comcast Advertising offers brands two distinct ways to activate around the FIFA World Cup, aligning with robust tournament coverage and a new cloud-gaming experience on Xfinity. The promotions will feature U.S. Soccer National Hall of Famer Carlos Bocanegra, positioning brands alongside content fans can watch, play, and engage with throughout the tournament.

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1.4B+

Global viewers watched the 2022 FIFA World Cup Final – the most-watched single sporting match in history¹

30M+

Hours of FIFA World Cup game viewing across Comcast Households during the 2022 tournament²

104

Matches will be played in the 2026 FIFA Men’s World Cup – the largest tournament format ever

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Sources:

https://inside.fifa.com/tournament-organisation/audience-reports/qatar-2022
Comcast Aggregated Viewership Data. Dates: 11/20/22 – 12/18/22, Total HH. Programs: FIFA World Cup