Preparing Your Brand for 2026's Largest Sporting Event

Meet the Moment in 2026

What brands and cities need to know to show up—and stand out—during the world’s biggest sporting event. 

Brand and host city leaders from The Coca-Cola Company, the Dallas Sports Commission and Jackson Spalding unpack the global soccer tournament coming to North America in June 2026 – an event projected to generate $1.5–$2.5 billion in economic impact for Texas alone. 

A few key takeaways from the conversation include: 

• This is a massive, can’t-miss moment and brands should be treating it like a big deal now, not later.
• The brands that win won’t just show up, they’ll start early and stay in it after it’s over.
• One-size-fits-all won’t cut it. You’ve got to show up differently in each city to make the experience unique.
• You don’t have to be a sports brand to play, just find a real, authentic way in that matches your brand.
• Big ideas are great, but if you’re not operationally ready, things can fall apart fast.

Watch the full conversation to learn more on how to meet the moment — before it passes.