2026 FIFA World Cup fuels media shift and record beer sales in North America

The 2026 FIFA World Cup, co‑hosted by the United States, Mexico and Canada, ended after more than a month of massive viewership. In Mexico, advertisers observed a lasting transformation in audience behavior: viewers spread their attention across television, mobile devices, specialized apps and real‑time digital conversations. OneFootball, the exclusive advertising partner of US Media, reported a peak of 4.9 million active users in a single day and that Mexico contributed 7 % of new users during the tournament, positioning the market alongside Germany and Brazil.

The event also generated unprecedented beverage demand. FIFA data show that more than 5.5 million beers were sold, outpacing soft drinks and bottled water, with an average of over 52 000 beers per match. Prices varied widely, from about €2.50 per pint in Guadalajara to €21.50 in San Francisco. The Beer Institute noted a 5.5 % rise in beer sales at U.S. bars and restaurants during the competition, highlighting the broader commercial impact of the tournament beyond stadiums.