Non-Sponsors Outpace Official FIFA Partners in Social Media Earned Media Value

By Campaign US · Campaign US · 2026-07-20

Nectar Social data shared by Campaign US indicates that brands without official tournament status captured 53% of total earned media value during this World Cup cycle. While Adidas successfully defended its official sponsorship with nearly $1 billion in value, other major partner

Nectar Social data shared by Campaign US indicates that brands without official tournament status captured 53% of total earned media value during this World Cup cycle. While Adidas successfully defended its official sponsorship with nearly $1 billion in value, other major partner