A SEASON OF STRATEGY: THE WORLD CUP ISN’T JUST MASS REACH  

In summer 2026, global attention will centre around a handful of shared, high-profile moments. But few brands are ready for what that really means. It’s no longer enough to simply target audiences: brands need to show up with intent in the moments that matter most.  

For the next few months, live sporting events – the FIFA World Cup, Wimbledon, the Grand Prix – sit alongside festivals and cultural moments to create something bigger: millions of people watching, reacting in real time, and feeling part of something shared.  

Many brands still plan for these moments in the same way they always have, through reach, impressions and visibility. But this is where traditional planning falls short. Because the World Cup isn’t just a media moment, it’s a behavioural one. 

Strata’s Creative Director, Matt Cole, explains: “Data, and the numbers, will only get you so far when planning for something like the World Cup, because your die-hard fan’s connection to the sport on the best of days is pure, almost irrational, passion.  

Yes, they’ll tell you it’s all about the stats & tactics, but at the end of the day they’re in it for the heart pounding, emotional rollercoaster and the tribal connection of supporting their team.”  

And what also makes these events unique is that they’re not just for the hardcore fans, they’re for the people turning up for the occasion. That opens the door for brands to reach new audiences, not through targeting, but by being part of something people already care about. It’s the shared build-up, the atmosphere, and the simple pull of wanting to be there that creates the opportunity. 

THE VALUE OF EXPERIENCE DOESN’T LIE IN REACH ALONE 

Events and live experiences create moments where behaviour shifts at scale. Emotion increases cognitive encoding making messages more memorable, while shared moments reinforce meaning through social connection from colleagues and friends to wider communities and online platforms.  

That’s what makes global events like the World Cup and Glastonbury such powerful engagement opportunities. There is urgency, anticipation and unpredictability built in. While some brands still rely on metrics such as impressions and reach, others are creating something far more effective. 

Cole continues, “When it comes to the World Cup, when you add in the rest of the punters, most of whom only watch the footie once every 4 years, it becomes something even more primal, the unmitigated joy of connecting with the entire country to crack open a beverage of choice and scream in union at the telly for 90 minutes. To remind ourselves that we can all believe in the same thing for a moment despite our differences.  

As brands, you can’t rationalise that, you can’t even ask ChatGPT how to connect with this audience, you need to feel it. And the great thing is, as human beings, we can all do that, can’t we?  

Strategic emotional resonance though? That might be another ball game.” 

THE CLEAR STRATEGIC OPPORTUNITY FOR BRANDS 

Mass-reach events like the World Cup are a rare opportunity for brands; an environment where behaviour, emotion and attention align at scale. That alignment presents the opportunity, but only if approached deliberately.  

To get the most out of these moments, brands need to think about the full build-up, not just the moment itself. It’s about creating a sense of anticipation, using content, social and storytelling to get people interested and involved early. The brand needs to be positioned as part of the upcoming experience whether it’s the small intimate events in your local pub or mass activations by the biggest brands in the world. Timing is key.  

When the moment is happening, the role of the brand is to become part of it. For example, the energy doesn’t sit alone inside the tennis court during Wimbledon, it spills out onto Henman Hill, into fan zones, city spaces, and shared viewing experiences where people come together. The brands that stand out are the ones that create places and moments people want to be part of. 

Afterwards, the opportunity is to carry that feeling forward. What the World Cup does well is keep people talking with the best moments replayed, shared, and built on long after the final whistle. Brands can take the same approach with their own events: bring people back together, create follow-on moments, and deepen the connections that started there. Sometimes that’s broad and social, other times it’s more focused smaller groups, communities, or conversations that keep the experience alive in a more meaningful way. Success isn’t just about how many people showed up, but what stayed with them and what they chose to do with it afterwards. 

Part of what makes these moments so powerful is that they’re not always easy or instant. From queuing for Wimbledon tickets to waiting for a spot in a fan zone, there’s a sense that you’ve earned your place in it. That anticipation, the build-up, and that afterglow all add to the value of the experience. Being part of something shared feels more meaningful when people have actively chosen to be there, and that’s what makes it memorable. 

Cole concludes, “Whether it’s The World Cup or any other cultural milestone, to engage with fans brands have to behave like fans, share the love and bring something meaningful to the party.  Demonstrate that your brand isn’t just a badge, it’s a facilitator of the experiences they live for and can make the moments they love even better.”  

Ready to go further? Follow Strata on LinkedIn for A Season of Strategy, exploring human behaviour, strategic event design and how to build a measurement strategy that goes well beyond ROI.  

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