Adidas Gains Market Share as Global Advertisers Spend Billions on World Cup Campaigns

By Alison Weissbrot · Adweek · 2026-07-20

Adweek reports that global advertising expenditures for the 2026 FIFA World Cup reached an estimated $10 billion, excluding the billions paid in direct sponsorship fees to FIFA. While many brands struggled to differentiate their messaging in a crowded marketplace, Adidas successf

Adweek reports that global advertising expenditures for the 2026 FIFA World Cup reached an estimated $10 billion, excluding the billions paid in direct sponsorship fees to FIFA. While many brands struggled to differentiate their messaging in a crowded marketplace, Adidas successf