Digital advertising sees high engagement during FIFA World Cup 26

Digital out-of-home (DOOH) advertising saw significant success during the FIFA World Cup 26 in Canada. Brands utilized transit hubs, public spaces, and roadside digital formats to engage fans and achieve high recall rates.

Adidas implemented an 11-week roadside digital campaign in Vancouver, achieving a 45% recall rate among adults aged 18 and older, significantly exceeding the fashion category benchmark. Among FIFA attendees, recall reached 83%. Similarly, Coca-Cola utilized place-based digital displays at Vancouver International Airport, reaching travelers with a 42% recall rate among the 18+ demographic.

The tournament also highlighted the strategic value of brand mascots. Characters like Maple, Zayu, and Clutch were integrated into digital activations such as FIFA Heroes and Roblox, illustrating how brand characters function as long-term infrastructure rather than temporary campaign decorations.