{"id":5022,"date":"2026-07-08T10:38:18","date_gmt":"2026-07-08T10:38:18","guid":{"rendered":"https:\/\/apadmi.com\/insights\/fifa-world-cup-2026\/"},"modified":"2026-07-23T12:11:09","modified_gmt":"2026-07-23T12:11:09","slug":"fifa-world-cup-2026","status":"publish","type":"insight","link":"https:\/\/www.apadmi.com\/en-nl\/insights\/fifa-world-cup-2026\/","title":{"rendered":"How brands are using mobile to win big with the FIFA World Cup 2026\u00a0"},"content":{"rendered":"<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"flex flex-col items-center-safe gap-18 md:gap-8 block-inset-x pt-64 pb-64\">\n\t<h1\t\tclass=\"uppercase text-36 md:text-64 leading-none font-black text-balance max-w-3xl text-start\"\n\t>\n\t\tHow brands are using mobile to win big with the FIFA World Cup 2026\t<\/h1>\n\n\t\n\t<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<img\n\tsrc=\"https:\/\/www.apadmi.com\/uploads\/2026\/07\/blurred-football-insight.webp\"\n\talt=\"A blurred image of footballers tackling on a green pitch\"\n\tclass=\"object-cover bg-(--img-avg-color)\"\n\t\t\tdata-brightness=\"dark\"\n\t\tstyle=\" --img-avg-color: #6B643B;\"\n\/>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"block-inset-x group\/bodyCopy flex flex-col mid:gap-y-16 max-w-xl box-content mid:mx-auto pt-64 mid:pt-72 pb-64 mid:pb-72\">\n\t\n\t\n\t\t\t<p class=\"text-pretty w-fill font-bold text-16 leading-minimal sm:text-20 not-first:mt-24 mid:not-first:mt-32\">\n\t\t\tThe FIFA World Cup 2026\u00a0 is the biggest tournament in the competition&#8217;s history, with global viewership forecast to exceed <a href=\"https:\/\/www.advanced-television.com\/2026\/06\/02\/analysis-fifa-world-cup-2026-set-for-record-commercial-impact\/\">6 billion engagements<\/a> across TV, streaming and digital platforms. With that amount of eyeballs, it\u2019s also the biggest test yet of a simple marketing truth: attention without a mobile mechanism to capture it is wasted attention.<br>\t\t<\/p>\n\t\n\t\n\t<div class=\"flex flex-col gap-y-24 w-fill mt-44 mid:mt-24\">\n\t\t\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tMillions of fans are already glued to their phones during matches, checking scores, posting reactions and swapping predictions in group chats between kick-offs.<br><br>A brand doesn\u2019t have to be an official sponsor with the biggest broadcast budgets to capture the attention of fans. Those that have built a mobile moment simple enough to join in seconds, but sticky enough to bring people back for the next match, the next round, or the next purchase are the ones truly maximising on the worldwide event.<\/p>\n\n<h2\tdata-slug=\"greene-king\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tGreene King<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t<strong>Turning a pint into a prize so that football drives footfall<\/strong>.<br><br>Greene King&#8217;s World Sticker Stacker campaign rewards fans with a pack of digital stickers every time they order through the Greene King app or scan their loyalty ID at the till during a World Cup match, with a maximum of ten packs available per customer per day. A full set of stickers can be redeemed for prizes including competition entries, merchandise and vouchers, running from the opening match right through to the final.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tAlongside it sits the World&#8217;s Biggest Sweepstake: fans pick their home nation in the app, get assigned a second &#8220;adopted&#8221; nation, and earn a free drink every time that second team plays. Fans are able to lock in their team before a set deadline to bank up to eight free drinks if their side goes all the way to the final.<br><br><\/p>\n\n<h2\tdata-slug=\"powerade\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tPowerade<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t<strong>QR codes that turn packaging into a mobile entry point<\/strong><br><br>In the U.S., Powerade&#8217;s &#8220;Power Your Legacy&#8221; campaign shows how physical products and mobile engagement can be stitched together at scale. Bottles carrying World Cup branding include QR codes that lead to &#8220;scan and win&#8221; sweepstakes for Powerade-branded footballs and reusable bottles, turning a supermarket shelf or vending machine into the start of a mobile journey rather than the end of the transaction.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tIt&#8217;s a mechanic that costs very little to add to existing packaging, but it does two things well. Firstly, it gives the brand a direct, trackable measure of how a mass-market retail campaign is actually performing. Secondly, it gives shoppers an instant, low-friction reward for a purchase they were probably going to make anyway. That combination of low friction for the fan and high measurability for the brand is exactly what makes a tactic like this repeatable well beyond a single tournament.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tMany direct to consumer brands are unsure of how to connect to their customers beyond a purchase; but this simple yet effective activation is a great way for brands to test the mobile water.<\/p>\n\n<h2\tdata-slug=\"asda\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tAsda<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t<strong>Turning kick-off times into an app ordering spike<\/strong><br><br>Asda\u2019s approach was all about making ordering easy at the exact moments fans wanted it. The UK grocer expanded its on-demand delivery partnership with Deliveroo to more than 850 stores, and extended its delivery windows into the late evening (up to 11pm or midnight in some locations) specifically to match the tournament&#8217;s late kick-off times for UK viewers.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThe results were immediate and measurable. Asda reported up to a 30% spike in online orders during half-time and so-called &#8220;hydration breaks,&#8221; with sales of ice cream and desserts up 127%, beer up 76% and soft drinks up over 50% in a single week, as shoppers used the app to top up mid-match rather than waiting until full time.<br><br>These results were all without offering prizes, no sweepstakes and no branded packaging required; just a mobile ordering journey engineered to be fast, surface the right products at the right time, and be available exactly when demand peaked.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tIt&#8217;s a useful counterpoint to the other examples here: sometimes the mobile &#8220;campaign&#8221; isn&#8217;t a campaign at all, it&#8217;s simply operational. This was about making sure the brand could actually capture the demand a cultural moment creates, at the moment it exists.<\/p>\n\n<h2\tdata-slug=\"uber\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tUber<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t<strong>Making the app part of the fan experience itself.<\/strong><br><br>Back in the U.S., Uber&#8217;s World Cup activity shows what happens when a brand treats its existing app as the main event. Its &#8220;Made for Match Day&#8221; programme runs interactive challenges, photo moments, giveaways and rewards across five cities. Features already built into the app, like its Wait &amp; Save option, were brought to life physically, with &#8220;Wait &amp; Sip&#8221; activations set up in rideshare pickup zones during peak demand periods so waiting for a ride became part of the fan moment rather than a friction point.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tRather than bolting a competition onto the app, Uber used the tournament to spotlight a feature that already existed; proof that &#8220;mobile activation&#8221; doesn&#8217;t always mean building something new. Sometimes it means finding the cultural moment that makes an existing feature suddenly feel relevant, useful and worth talking about.<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"block-inset-x group\/bodyCopy flex flex-col mid:grid mid:grid-cols-2 mid:grid-rows-[auto_auto_auto_auto_1fr] mid:gap-x-96 pt-64 mid:pt-72 pb-64 mid:pb-72\">\n\t\n\t\t\t<h2\t\t\tclass=\"text-20 leading-tight sm:text-44 sm:leading-none uppercase text-balance font-black w-fill col-1 row-2\"\n\t\t>\n\t\t\t<span class=\"sr-only\">Mobile turns a moment into a metric<\/span>\n\t<span aria-hidden=\"true\">Mo\u00adb\u00adi\u00adl\u00ade turns a m\u00ado\u00adm\u00ade\u00adn\u00adt into a m\u00ade\u00adt\u00adr\u00adi\u00adc<\/span>\t\t<\/h2>\n\t\n\t\t\t<p class=\"text-pretty w-fill text-16 leading-tight mid:text-18 mid:leading-normal max-w-lg col-1 row-3 not-first:mt-24 mid:not-first:mt-44\">\n\t\t\tStrip away the football branding and every one of these campaigns follows the same underlying pattern.\t\t<\/p>\n\t\n\t\n\t<div class=\"flex flex-col gap-y-24 w-fill col-2 row-start-2 row-end-span-4 max-mid:mt-32\">\n\t\t\n<ul\tclass=\"[&amp;_:where(ul,ol)]:ml-20 list-outside pl-20 marker:text-icon-accent marker:font-custom-markers list-bullet! text-16\"\n\t\t>\n\t\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tA trending, time-boxed moment (the tournament) creates a spike in attention that would otherwise be difficult and expensive to manufacture.<br><\/li>\n\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tA mobile mechanic; an app order, a QR scan, an in-app entry, or a loyalty scan gives fans a frictionless way to act on that attention immediately, rather than losing it to a scroll-past ad.<br><\/li>\n\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tA reward loop or a frictionless moment (stickers, sweepstakes, free drinks, discounts, or simply an app that&#8217;s ready and fast exactly when demand peaks) gives people a reason to keep coming back across the full length of the event, not just on the day they first engaged.<br><\/li>\n\n<li class=\"pl-16 text-16 md:text-18 leading-minimal md:leading-[1.4]\">\n\tBuilt-in measurability means every one of these brands can see, in near real time, exactly how many people engaged, ordered, or visited as a direct result \u2014 something a billboard or a TV spot simply can&#8217;t offer.<\/li>\n<\/ul>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThat last point matters most. Trending topics and major events come and go all year, but what separates brands that generate headlines from brands that generate results is whether they have a mobile experience ready to convert that attention into an in-store visit, an app order, or a completed purchase, with the data to prove it.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThe World Cup is this summer&#8217;s example, but the same principle applies to any brand asking, &#8220;How do we make the most of this moment?&#8221;. The answer increasingly starts with the same question: what&#8217;s the one thing we want someone to do on their phone right now to engage with our brand, and how quickly can we let them do it?<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root bg-orange-300\"\n\t\t\tdata-theme=\"orange-light\"\n\t\t>\n\t<div class=\"\">\n\t\t<div\n\tclass=\"py-64 md:py-144 block-inset-x flex items-center justify-center relative isolate overflow-clip js-block-flagship\"\n\tdata-theme=\"default\"\n\t>\n\t\n\t<div class=\"max-w-7xl max-mid:max-w-xl bg-background rounded-28 p-32 flex flex-col md:flex-row gap-32 text-on-background md:items-center w-fill sm:w-fit md:w-fill\">\n\t\t<img\n\tsrc=\"https:\/\/www.apadmi.com\/uploads\/2026\/07\/Apadmi-logo-white-square-rotation.webp\"\n\talt=\"Apadmi logo on an orange background\"\n\tclass=\"object-cover aspect-2\/3 sm:aspect-3\/2 rounded-20 sm:max-w-xl md:max-w-md max-md:mx-auto max-md:w-fill bg-(--img-avg-color)\"\n\t\t\tdata-brightness=\"light\"\n\t\tstyle=\" --img-avg-color: #FC753D;\"\n\/>\n\t\t<div class=\"sm:max-w-xl max-md:mx-auto\">\n\t\t\t<h2\t\t\t\tclass=\"text-36 md:text-44 leading-none font-black uppercase text-balance\"\n\t\t\t>\n\t\t\t\tLet&#8217;s build what&#8217;s next\t\t\t<\/h2>\n\n\t\t\t\t\t\t\t<p class=\"mt-20 md:mt-16\">\n\t\t\t\t\tWe work with ambitious organisations to design, build, and scale digital products that solve real problems, improve customer experiences, and deliver measurable impact.\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\n\n\t\t<a\thref=\"\/contact\"class=\"focus:outline-hidden focus-visible:outline-auto transition uppercase leading-none outline-offset-8 disabled:grayscale disabled:pointer-events-none select-none px-24 py-18 rounded-full font-semibold text-16 bg-accent text-on-accent hocus:bg-on-accent hocus:inset-ring hocus:inset-ring-accent hocus:text-accent button max-md:mt-24 md:ml-36 max-md:mx-auto shrink-0\">\n\t\n\t<span class=\"\">\n\t\tContact Us\t<\/span>\n\n\t<\/a>\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":4,"featured_media":3678,"template":"","meta":{"es_utils_meta_schema":"","esPageTheme":"default","esPageBackground":"","footnotes":""},"class_list":["post-5022","insight","type-insight","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How brands use Mobile to win big at the World Cup | Apadmi<\/title>\n<meta name=\"description\" content=\"Millions of fans are already on their phones during World Cup matches. 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