A. M. 
The countdown to the 2026 World Cup has begun, and with it, a new parallel competition taking place outside the stadiums: the Content & Entertainment arena. According to the study “More Than Just a Sport”, prepared by WPP Media LATAM, entertainment is now positioning itself as the true playing field where brands define their relevance, creativity, and ability to generate cultural conversation.
The summer of 2026 is shaping up to be a unique moment for the entertainment and communications industry. More than 39 days of competition, 104 matches, and millions of viewers will transform North America into the global epicenter of sports and culture. However, the true impact of the World Cup will not be limited to the stadiums: it will be felt at festivals, on the streets, on digital platforms, and in the conversations that will unite people of all ages.
A study by WPP Media LATAM reveals that over 80% of sponsored content on social media in Mexico is linked to sports, and that digital consumption accounts for more than 60% of brand activity during large-scale events. Furthermore, sports content is now one of the main drivers of engagement: conversations related to the 2026 World Cup have grown by more than 200% compared to Qatar 2022, fueled by platforms like Instagram, TikTok, and YouTube, where excitement is shared and transformed into collective entertainment.
The study also highlights that young audiences have become co-creators of sports stories, seeking immersive experiences and formats that combine play, culture, and community. The boundary between sports and entertainment is blurring: the World Cup will not only be watched, but experienced and shared in real time, through narratives created by the audiences themselves.
“The game has already begun”, says Axel Aldana, Director of Content & Entertainment at WPP Media LATAM. “Today, brands are already on the field, even though the World Cup hasn’t officially kicked off yet. The battle for attention is being fought in reels, challenges, and the stories people share every day. Whoever wins the conversation now will win the final. But to achieve this, it’s not enough to just talk: you must move, inspire, and connect. Brands that understand that entertainment is the new way to connect—that it’s not just about showing, but about participating—will be the ones that manage to turn every moment into a memorable experience and every emotion into an opportunity for growth”.
Looking ahead to the summer of 2026, the opportunity for branded entertainment is as vast as the tournament itself. The audience is ready, the channels are open, and the stories are already being written. Because the World Cup of content has already begun.
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