The 2026 World Cup Revealed What Actually Makes Brand Marketing Work

Forty percent of U.S, consumers said this year's FIFA World Cup ads were more memorable than in previous years, but 46 percent said no campaign made them want to buy anything, Clutch Research highlighted in a new report.

"Every brand had access to the same captive, emotionally invested audience," said Anna Peck, Clutch analyst. "Adidas built one ownable idea and executed it everywhere. Nike earned sponsorship credit without paying for it. The event didn't decide the winners; the creative did."

Other key findings from Clutch's research included the following:

• Adidas swept every measure. Forty-two percent of U.S. consumers recalled the Adidas ad, the highest of any company, and 33 percent named it the best overall campaign, more than triple the next competitor.
• Nike won a sponsorship it never bought. Thirty-six percent of U.S. consumers incorrectly identified Nike as an official FIFA sponsor, ranking it ahead of actual sponsors, including Michelob Ultra (28 percent), Visa (26 percent), and Lay's (26 percent).
• Messi drove attention; LEGO won hearts. Forty-five percent of U.S. consumers said Argentina superstar Lionel Messi made them pay more attention to a campaign, but LEGO generated the strongest brand lift, with 37 percent saying its ads improved their perception of the brand.
• Repetition was the biggest turn-off. Fifty-eight percent of U.S. consumers who disliked World Cup ads cited repetition, followed by ads feeling forced or inauthentic (42 percent) and too many celebrities (42 percent).
• Conversion was generational. Sixty-five percent of Gen X and 48 percent of Millennials said World Cup ads drove them to buy or consider buying, compared with just 6 percent of Boomers.