Play smarter on the world's biggest stage for football

Today’s football fans don’t just show up at kickoff. Their journey starts months before and continues well after the trophy presentation, creating more moments for brands to connect in relevant, meaningful ways. For advertisers, opportunity isn’t confined to match day- it shows up earlier, lasts longer, and moves across screens as intent builds.

Before the tournament: Early anticipation builds

Fans research schedules, host cities, and match locations. Those who can travel will look into visas and trip logistics, while following early team news and player updates through Copilot and other generative AI tools. In fact, 3 out of 4 fans planning to travel are already researching or have booked reservations.¹

Plans take shape: Excitement turns into decisions

Travelers compare flights, choose where to stay, and plan how they’ll experience the tournament in person. 55% of fans traveling for matches in the U.S. plan to stay in a vacation rental.² Not surprisingly, financial planning is a significant focus, such as optimizing rewards, choosing travel insurance, and funding the trip. In fact, 15% of fans plan to open a new credit card to cover tournament‑related expenses.³

As match day approaches: Creating next-level experiences

Travelers pack jerseys and match day essentials, with over 80% of fans planning to purchase new team gear. At home, viewers upgrade TVs, buy party supplies, and invest in home and outdoor gear to host watch parties, with more than half of all purchases completed by March.⁴

Once matches begin: Staying constantly connected

Fans check scores and stats, follow breaking news on MSN, and participate in fantasy leagues, predictions, and sports betting. Football is a global demand anchor for sports betting, driving 3x the wagering of the next most‑bet‑on sport.⁵

And for those on the ground, the experience extends beyond the stadium. Tournament trips often mean several nights in a single city, with families exploring local restaurants, entertainment, and activities before and after matches.

Source: First Party Microsoft Survey 2025/2026, US, n=1,046; UK, n=511; Purchasing sports gear, US, n=869; UK, n=431; Party supplies, US, n=672; UK, n=291; Indoor furniture, US, n=283; UK, n=77; Outdoor furniture, US, n=321; UK, n=114; Electronics, US, n=421; UK, n=161 ; Letter indicates significant difference at 95% CL

Live sports are a multi‑screen experience. Nearly 80% of sports fans multitask during games—searching, scrolling, streaming, and checking stats all at once.

Microsoft Advertising helps brands show up seamlessly across this reality with a single, continuous ad story before, during, and after matches. With 60% of Microsoft Media users interested in the tournament, you can gain access to high‑attention, trusted environments where engagement runs deep.⁶ Platforms like MSN drive an average of 3.33 views per visit, creating more chances to show up and influence decisions.⁷

Fans move naturally between surfaces:

• Bing for pre‑match research and quick fact‑checks
• MSN for breaking news, highlights, and analysis
• Copilot for questions, recommendations, and planning
• Xbox for gaming and entertainment between matches

By staying present across these moments, brands can connect with fans throughout the full viewing experience without forcing attention or breaking match content flow.

How fans search has changed. 78% of U.S. and UK tournament fans are using or plan to use generative AI chat to prepare for the global football tournament, and 28% will use it to plan their itineraries.⁸

Instead of clicking through pages of results, fans now expect complete answers personalized to their situation and delivered almost instantly. That shift creates a new opportunity for brands to show up where decisions are made.

In a zero‑click world, brands that win visibility are the ones that think beyond traditional search results and:

• Create content that directly answers real fan questions
• Build clear authority on the topics that fans care about
• Design for intent and context, not just keywords
• Measure presence inside AI‑generated responses

Football culture moves fast. A surprise injury, a last‑minute upset, a viral moment... it can all shift the conversation in minutes.

Brands need creative built for that pace so they can feel present and timely without losing control. Microsoft Advertising helps brands move in real time, so they can respond as moments unfold. That means:

• Launching relevant creative within hours of major moments
• Adjusting messaging by market, culture, and local context
• Scaling authentic engagement across regions and categories
• Staying brand‑safe while tapping into cultural moments 

Winning the tournament means showing up earlier and staying present longer. Microsoft Advertising helps brands meet fans before kickoff, during the action, and in the moments when decisions are made.

Start early: Demand builds months ahead of kickoff, especially for travel, retail, and financial services.

• Activate Performance Max to capture rising search pre‑event demand at scale and reach fans planning trips, buying merchandise and researching teams long before the big event kicks off.

Stay visible as fans plan: As fans research schedules, teams, and trips, attention spreads across screens.

• Engage fans across Microsoft properties and premium publisher partners.
• Streamline deal activation with tailored packages aligned to how fans engage across the tournament

Capture active planners: Create demand before the search even begins.

• Use Audience ads to spark early interest and drive awareness.
• Reach high-intent fans with in‑market audiences across travel, merchandise, betting, and streaming.

Finish strong: When it's time to convert, consistency matters.

• With 7 to 8 views driving higher conversion, impression‑based remarketing helps your brand’s story stay cohesive across channels and reinforcing your message.
• Capture peak buying signals with Shopping campaigns and vertical-specific ad formats, meeting fans as they search for their match day needs.

The tournament is lived across months, screens, and decisions. Brands that show up early, stay relevant, and move at fan speed will win attention when it matters most.

Play smarter. Explore how you can win the full fan journey with Microsoft Advertising.

Get in touch and schedule a consultation with our team of experts today.