June 18, 2026  |  SIGN UP

Sara Jerde
DIGIDAY, MANAGING EDITOR

Not sure if you’ve heard, but we’re in the middle of the 2026 FIFA World Cup. I’ve personally really enjoyed having a collective experience again (I say this not really being a sports fan beyond being a passive Cleveland sports supporter). But living in Brooklyn and having the World Cup playing out just a few bus stops away — and right after the Knicks win? It’s been fun.

All that aside, standing out as a brand amid all this excitement is a tall order. Many brands have turned to creators to fill in the gaps (Dove included). Some brands (like longtime Browns advertiser DUDE Wipes) have gone the unconventional route. Nike, for one, still believes “in America.” And with the price to advertise? How could you not at least believe in the country’s capitalistic society ahead of our birthday.

Read all our World Cup coverage.

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THE SPORTS MARKETING PLAYBOOK

Brands turn to creators to build World Cup buzz amid a logistics nightmare

A U.S.-based World Cup poses unique problems and opportunities for brands; activating creators away from the games may be the solution. 

THE SPORTS MARKETING PLAYBOOK

Why Dove is betting on hundreds of creators for the World Cup

Dove Men is using hundreds of creators for the World Cup while balancing scale, brand safety and AI concerns.

PARTNER INSIGHTS FROM OPTABLE

Publisher investment in agentic advertising is slow, citing tech-related barriers

While only 29% of publishers are actively deploying agentic advertising, the barriers preventing wider adoption indicate that publishers aren’t necessarily averse to the tech; they just need more education to gain buy-in and resources.

THE SPORTS MARKETING PLAYBOOK

How DUDE Wipes turned to unconventional sponsorships after sports inventory prices surged

As sports sponsorship costs rise, brands like DUDE Wipes are turning to emerging leagues and unconventional placements.

A MESSAGE FROM 3C VENTURES

How marketers are evaluating transparency promises with limited visibility

Transparency has become a universal platform claim, but unlike the challenges of transparency in media buying — which are understood — a new focus of understanding is required for newer AI-powered, end-to-end planning and buying platforms.

See how it works

THE SPORTS MARKETING PLAYBOOK

‘We believe in America’: Nike global vp of soccer Camilo Andrade on the brand’s World Cup strategy

Under the leadership of new CEO Elliott Hill, Nike has been enacting a new strategy called the “Sport Offense.”

THE SPORTS MARKETING PLAYBOOK

What brands are paying to advertise around the World Cup

Sponsorships start at around $15 million and go up to $85 million, with some experts calling $25 million the unofficial barrier of entry to appear on Fox.

PARTNER INSIGHTS FROM NEXXEN

Why ACR data must live inside the DSP

The DSP is the control panel of modern advertising. It determines what runs, where, how often and how success is defined. If ACR data sits outside the DSP, value leaks at every step.

PARTNER INSIGHTS FROM APPSFLYER

Why web marketers need mobile’s measurement playbook

Web measurement is breaking down as cookies become unreliable, p