among respondents saying they were very or somewhat likely to follow the 2026 FIFA World Cup
Supplementary notes
The source surveyed in 19 markets – Australia, Canada, Denmark, France, Germany, Great Britain, Hong Kong (online representation), India, Indonesia (online representation), Italy, Mexico (urban representation), Poland, Saudi Arabia, Singapore, Spain, Sweden, Switzerland, the United Arab Emirates, and the United States – but did not specify the number of respondents nor the survey type.
Citation formats
Impact of a brand's involvement with the FIFA World Cup worldwide 2026, by age group
During a global survey conducted in March and April 2026 among consumers saying they were very or somewhat likely to follow the 2026 FIFA World Cup, approximately ** percent of respondents aged 35 and older said a brand's involvement with the event did not change their opinion on said brand. Meanwhile, ** percent of participants aged 18 to 34 stated that they felt either somewhat or much more positively about a brand that sponsored the FIFA World Cup.
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YouGov. (April 16, 2026). Change in the feeling towards a brand due to its involvement with the FIFA World Cup worldwide as of April 2026, by age group [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 22, 2026, from /statistics/1660930/change-brand-perception-sponsor-fifa-world-cup/
YouGov. "Change in the feeling towards a brand due to its involvement with the FIFA World Cup worldwide as of April 2026, by age group." Chart. April 16, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 22, 2026. /statistics/1660930/change-brand-perception-sponsor-fifa-world-cup/
YouGov. (2026). Change in the feeling towards a brand due to its involvement with the FIFA World Cup worldwide as of April 2026, by age group. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 22, 2026. /statistics/1660930/change-brand-perception-sponsor-fifa-world-cup/
YouGov. "Change in The Feeling towards a Brand Due to Its Involvement with The Fifa World Cup Worldwide as of April 2026, by Age Group." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 16 Apr 2026, /statistics/1660930/change-brand-perception-sponsor-fifa-world-cup/
YouGov, Change in the feeling towards a brand due to its involvement with the FIFA World Cup worldwide as of April 2026, by age group ÌÇÐÄÆƽâ°æ, /statistics/1660930/change-brand-perception-sponsor-fifa-world-cup/ (last visited July 22, 2026)
Change in the feeling towards a brand due to its involvement with the FIFA World Cup worldwide as of April 2026, by age group [Graph], YouGov, April 16, 2026. [Online]. Available: /statistics/1660930/change-brand-perception-sponsor-fifa-world-cup/
