How to plan and benefit from your business during the 2026 World Cup

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Companies must plan strategies to capitalize on the economic opportunities and engagement generated by the 2026 FIFA World Cup, strengthen brands, engage with consumers, and inspire innovations in the market.

As the FIFA World Cup finals, which will be held between June and July 2026 in the United States, Canada and Mexico, approach, the world’s attention is turning to one of the most talked about events. This event is not just a simple competition, it stimulates the global economy and opens the way for companies that excel in advance work, planning and strategy.

According to an OpenEconomics (OE) study, gaming could contribute to generating up to US$40.9 billion in gross domestic product (GDP), providing US$8.28 billion in social benefits and creating approximately 824,000 jobs worldwide. For mentor and speaker, Icaro Martins, CEO and founder of Maxymus Expand, a company specializing in growth strategies and structuring of high-performance companies, even companies that have no direct connection to the event should prepare to expand, taking advantage of the scenario of greater interest and mass participation.

“The World Cup represents more than just a sporting event, it is a strategic opportunity for growth and innovation in the market, especially for those operating in sectors with high seasonal consumption. Companies can benefit from a climate of enthusiasm to strengthen the brand and create an emotional connection with customers and partners. However, it is necessary to plan actions in advance to identify opportunities and mitigate risks,” commented the expert.

To prepare for this period, the expert offers five actions for companies to take advantage of opportunities, reduce risks and stand out in the market. check it out:

Monitoring consumer behaviour

Monitor engagement trends, social media and spending habits throughout the tournament. This data allows you to adjust campaigns in real time, identify market opportunities and plan more assertive future actions, in line with audience preferences.

Involve your team

Encourage employee engagement by promoting internal activities, such as team challenges. These actions enhance organizational culture, increase participation, and enhance integration between different areas, making the work environment more collaborative. The interior environment should reflect the energy of that period.

Invest in contextual marketing

Create content that connects with the audience’s atmosphere of passion and unity. This does not mean directly selling tournament-related products, but rather using the moment to enhance the brand, engage customers and humanize communication.

Reinforce brand and purpose

It is an opportunity to reinforce company values ​​and create connections with customers, partners and internal audiences. Leverage in-game engagement to deliver authentic messages, highlight brand initiatives, and enhance market presence. Brands that use this space transparently are gaining importance.

Learn from the dynamics of the game

The tournament offers valuable insights into leadership, decision-making under pressure, and collaboration. The strategic reading of the game, the behavior of coaches and the coordinated execution of teams bring direct parallels to business management.

This period represents opportunities for those who know how to see beyond the obvious. “Just like in football, whoever reads the field before others wins. Whoever prepares, anticipates the moves and understands that every decision can be decisive. When preparation and opportunity come together, success becomes a result,” concludes Icaro.