FIFA World Cup 2026 opening ceremony features Shakira, Burna Boy and brand buzz

At the opening ceremony of the 2026 FIFA World Cup in Mexico City, Shakira and Burna Boy performed the tournament’s official anthem “Dai Dai.” The minimalist stage forced the singers to wear sports shoes, and the performance attracted 6 million YouTube views within eight hours, while the song entered the Global Spotify chart and reached number 21 in Spain.

A Kantar study of consumers in eleven countries found that 56 % view brands positively when they sponsor major sports events such as the World Cup. The sentiment is strongest among Generation Z and millennials, with 69 % of young consumers responding favorably. Coca‑Cola was identified as the most recognizable World Cup sponsor, well ahead of Adidas, Visa and Nike.

These findings underline the powerful synergy between large‑scale sporting events and advertising, reinforcing the event’s appeal to both fans and marketers.