FIFA World Cup 2026: The top 5 brand sponsors based on advertiser impact score (AIS)

Lenovo’s FIFA World Cup 2026 tech role puts the brand in view

Lenovo ranks second, with an Ad Impact Score of 11.9. Its profile is especially interesting because the brand recorded a decline in Buzz, but gained 6.2 points in Ad Awareness and 5.4 points in Consideration.

As FIFA’s Official Technology Partner, Lenovo had a visible role in the tournament’s technology infrastructure. FIFA highlighted the brand’s involvement in features such as Referee View, Player Avatars and FIFA AI Pro, giving Lenovo prominent positioning around match broadcasts and tournament coverage. The brand may also have benefited from its “Maximum David” campaign, featuring former England captain David Beckham.

adidas benefits from its place at the centre of the game

adidas ranks third, with an Ad Impact Score of 10.6. The brand recorded a 7.7-point increase in Ad Awareness and a 2.9-point increase in Buzz, while Consideration was flat.

The brand’s FIFA World Cup 2026 role is among the clearest in the market – adidas supplied the official match ball, the Trionda, and has a wider FIFA World Cup 26 range spanning match, training and everyday footballs.

adidas also supported the tournament with its “Backyard Legends” film, a star-heavy FIFA World Cup campaign featuring England star Jude Bellingham and an array of other celebrities and footballers ranging from Timothée Chalamet and Bad Bunny to Lionel Messi and Beckham.

Budweiser made big gains in Ad Awareness, but Consideration stayed flat

Budweiser comes in fourth, with an Ad Impact Score of 10.4. The brand recorded a 9.0-point increase in Ad Awareness and a 3.6-point increase in Buzz, but Consideration declined by 1.1 points.

Budweiser ran a FIFA World Cup 2026 promotion tied to special packs, giving fans the chance to win tickets and merchandise through participating retailers.

Hyundai brings mobility into the sponsor mix

Hyundai rounds out the top five among the sponsor-linked brands in this analysis, with an Ad Impact Score of 9.8. The brand recorded a 4.0-point increase in Ad Awareness, a 2.6-point increase in Buzz and a 1.6-point increase in Consideration.

Hyundai’s FIFA World Cup 26 activity sat under its “Next Starts Now” platform. The brand highlighted its role alongside Kia as FIFA’s Official Mobility Partner. Hyundai ran an advert featuring Son Heung-min, next-generation football talent and Boston Dynamics’ Atlas robot. There were also fan-engagement initiatives such as “Be There With Hyundai” and Hyundai Goal of the Tournament.