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Premier global football tournament | June 11- July 19

Win the moments that matter with Microsoft:​ Before, during, and after the match

Play smarter on the world’s biggest stage for football

Unlock local trends, insights, and strategies to win fan attention in key verticals.

Inside the fan experience

See how a true fan from the UK connects with brands at every step- from planning travel to cheering in the stands.

 

Dream & discover

Sophie learns her team qualified and starts exploring match schedules, host cities, and fan festivals with Copilot.

 

By the numbers:

78% of fans are either currently using or will use a genAI tool to prepare for the tournament.3

Plan & book travel

She compares flight options, books tickets, and secures accommodations near stadiums.​

 

By the numbers:

Tournament travel will typically consist of family trips for 4-6 nights to a single city.9

Secure financial tools

Sophie reviews credit card benefits for cashback on travel, lounge access, and emergency coverage.​

 

By the numbers:

1 in 5 fans plan to use buy now pay later options to fund their expenses.2

Gear up for the experience

She shops for jerseys, fan gear, electronics (power banks, headphones), and beauty/personal care items for the trip.​

 

By the numbers:

EMEA shoppers plan to concentrate their purchases between April – May, with 80% of purchases complete before June across all categories.7

On the go engagement

During travel and match days, Sophie streams content, shares on social, and engages in match-day betting.​

 

By the numbers:

Global football fans visiting North America for premier tournaments are primed to search and bet online.10

Post match celebration

Sophie books last minute excursions, buys souvenirs, and shares recap content.​

 

By the numbers:

Activities involving food and drinks are the most popular option for travelers to book.9

Play the full funnel: From kickoff to conversion

Excitement builds long before the first whistle- and so does consumer intent. Here’s how to show up at every moment that matters.

 

Capture intent before the tournament begins

Demand ramps up weeks (and months) ahead of kickoff, especially for travel, retail, and financial services.

 

  • Activate Performance Max early to capture pre-event demand at scale.
  • Reach high-intent consumers as they plan, research, and book before competition peaks.

Stay visible as excitement builds

As fans research schedules, teams, and travel plans, attention spreads across screens.

 

  • Engage fans in highly viewable environments across Microsoft properties and trusted premium publisher partners.
  • Curated media packages make it easy to align with high interest tournament moments.

Create intent before the search even happens

Not every conversion starts with a keyword.

 

  • Use Audience ads to spark demand early and fuel downstream search.
  • With in-market audiences, reach fans actively researching trips, merchandise, betting, streaming, and more.

Turn attention into action

Late-stage consumers often need multiple touchpoints to convert.

 

Ready to build your 2026 soccer tournament game plan?

Connect with a Microsoft Advertising expert to design a strategy tailored to your market, vertical, and goals. As a trusted partner, they are available anytime you need an extra hand. You can call, chat, or schedule a free consultation.

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[1] Sports Illustrated (https://www.si.com/soccer/2026-world-cup-the-most-watched-sporting-event-history).

[2] First Party Microsoft Survey 2025/2026, US Travelers, n=627; Bases vary for timelines based on if they plan to book.

[3] First Party Microsoft Survey 2025/2026, US, n=1,046; UK, n=511; Purchasing sports gear, US, n=869; UK, n=431. Letter indicates significant difference at 95% CL.

[4] GMI World Cup Insights Global, First-party Microsoft survey, Audience engagement and content fellowship.

[5] GMI 2026 World Cup Insights. First-party Microsoft survey (2025/2026), tournament travelers.

[6] Optimove (2025).

[7] First Part Microsoft Survey 2025/2026, Planning to Purchase, US n=627, UK n=291, Avid Fan, n=562, Casual fan, n=370.

[8] Statistica (2025). Sports betting worldwide. https://www.statista.com/topics/1740/sports-betting/.

[9] First Party Microsoft Survey 2025/2025, US Travelers, (n=267) UK Travelers, ( n=234).

[10] Grand View Research (2025); FIFA (2025); Legal Sports Report (2025).