Most eyes will be firmly fixed on the pitch as the World Cup enters the knockout phase next week. But for the discerning observer, there is another contest playing out in the background: what are the sponsors up to? With marketing and sponsorship deals related to the World Cup reported to generate between $2.5bn and $3bn, we have picked out the sponsorship storylines worth keeping an eye on as the tournament reaches the business end.

It is no surprise to see heavyweight names like Coca-Cola and Lenovo among Fifa’s top-tier partners with global rights. These brands will continue to enjoy visibility across stadiums, broadcasts, and digital platforms throughout the tournament.

What you will not see, however, is any front of shirt sponsors on players’ match kit. Fifa regulations limit branding on match-day apparel to kit manufacturer logos (known as technical sponsors) only, a measure designed to protect the exclusive rights of official World Cup sponsors. Whilst the well-known technical sponsors will feature on many countries’ match kit, audiences will also be introduced to lesser-known names such as 7Saber and Capelli. 

Away from World Cup match days, though, and the picture changes entirely. Training camps and off-field appearances will continue to feature a far wider variety of brand logos on team apparel.

How will global partners tailor campaigns to different regions and broadcast markets as the tournament goes on? Will brands use different content in the UK compared to the US or China, depending on who progresses?

Harry Kane can currently be seen across various platforms extolling the virtues of Google Gemini. Luxury watches, sunglasses, fragrances, and video game franchises are among the products associated with other global football superstars, and the World Cup provides a shop window like no other.

Notably, World Cup players face far fewer restrictions on their individual brand partnerships than their Olympic counterparts. Even the highest-profile Olympians at the Paris Olympic Games in 2024 were subject to Rule 40 of the Olympic Charter, which establishes a restricted period with limits on non-official sponsors from using competing athletes in marketing campaigns. Fifa’s regulations are more relaxed, so expect to see a steady stream of individual endorsements throughout the tournament. 

That said, players and brands still need to navigate a complex regulatory landscape, including oversight by the Advertising Standards Authority in the UK. Of particular note are the restrictions on individuals under 25 or considered to be role models for children endorsing gambling brands.

Which sponsors will react quickly to the unfolding tournament and adapt their campaigns with on-point content?

Behind the Scenes Content

Access-controlled zones at World Cup venues will continue to restrict media access to areas including team changing rooms, match officials’ dressing rooms and doping control stations. Whilst fans may be disappointed by these limitations, there is every chance that players and staff members will be creating (and posting) content from training camps and team hotels.  

Will remaining players be able to resist the pull of social media in restricted areas? And following Southampton’s expulsion from the play-offs, will any team be caught spying on rivals?

Famous World Cup fans

Celebrity fans, politicians and royalty are likely to be spotted in the stands as the tournament progresses. Many will have their own personal brands and endorsement deals to amplify, perhaps channelling Snoop Dogg’s omnipresence at the Paris Olympics, where he wore Louis Vuitton as part of a reported brand partnership.

Which famous fan will achieve cultural cut-through and be the Snoop Dogg of World Cup 2026? 

Whilst the on-pitch action will of course be the focus, there should be plenty of entertainment and intrigue for the keen-eyed sports marketing fans.

Richard Davies is a commercial lawyer and head of sport, and Katy Hudson is a trainee solicitor, at international law firm Charles Russell Speechlys.