How brands in the Middle East can triumph during the 2026 FIFA World Cup

By Mohieddine Mneimneh, Head of Content & Influencer Marketing, MENA at WPP Media, and Youssef Raad, Gaming & Sports Lead, MENA at WPP Media

The 2026 Fifa World Cup, one of the biggest sporting events globally, is on the horizon. But for fans here in the Middle East, this year’s experience of the tournament taking place in USA, Canada and Mexico, will be dramatically different to that of the 2022 games, hosted on their doorstep. In a MENA media market where ad spend is valued at $20bn across all media (PWC MENA Market Report), the fight for consumer attention will be fierce. In addition, for most brands, the tournament’s new context presents a challenge: the distance, the time zones, the disconnect.

For the innovative and the bold, it’s an extraordinary opportunity.

While many brands will be investing in generic global ads that feel distant and disconnected, we believe the winning strategy is to do something different. It’s about stepping away from the noise 7,000 miles away and focusing on where the real passion lives: right here in the Middle East.

This isn’t about sponsoring a distant event. This is about sponsoring the fan, right where they are.

The real game isn’t global, it’s local

The truth is simple. A brand’s audience isn’t in a stadium in Los Angeles or Toronto. They’re in a majlis in Riyadh, a café in Cairo, or in a fan zone in Dubai.

This is the real stadium. This is where brands can win.

A generic global ad doesn’t get this. It can’t. It speaks a language of corporate unity that feels cold and foreign. But a brand that shows up for the fans, in their space and on their time – on primary hubs like TikTok and YouTube – will become one of them. They will become part of the celebration.

Creating digital fan zones

If fans can’t be at the game, bring the game to them. Build ‘digital fan zones’ – the go-to place for fun, conversation, and commentary that understands the region’s culture and sense of humour. Primarily this content should be mobile-first, with a vast majority of World Cup engagement in the region predicted to take place via smart devices.

According to Digital Turbine, roughly 49 per cent of regional fans plan to use smartphones as their primary tournament tool. And for those watching the games on the ‘big screen’, they’ll have a second screen in hand. According to data from GWI, between 80 per cent and 91 per cent of fans in the UAE, KSA and Egypt will use a second device while watching matches on TV to check stats or social media.

The type of content fans will be expecting in these digital fan zones won’t be premium, scripted or over produced. They’ll be looking for authentic, raw and real-time content that thrusts them into the heart of the action. To achieve this, brands should consider deploying multiple crews on the ground in MENA and North America.

MENA Crews: Agile teams of creators and storytellers should be on the ground across the region, from Cairo to Casablanca, Bahrain to Beirut, Doha to Dubai. Their role isn’t to report on the game, but to capture the real-time joy of a fanbase.

North America Crews: Parallel teams should be embedded with the MENA diaspora in the host cities. This is a crucial audience. Expedia’s Fan Travel outlook notes a 235 per cent surge in accommodation searches from the UAE and a 180 per cent increase from Saudi Arabia for 2026 FIFA World Cup dates, indicating tens of thousands of fans are expected to travel from the Middle East. These crews become the bridge, connecting the stories of fans in the stadiums back to their families and friends at home.

Right content, right time

This is where creativity comes to life. Instead of thinking in terms of ad slots, brands should be inspired to create meaningful content.

• Become the official unofficial commentator: Why just run ads when a brand can host the entire conversation? The opportunity lies in creating appointment-to-view content that surrounds the live matches. This means pre-game hype shows, halftime analysis, and post-game celebrations, all hosted by authentic, trusted local voices who speak the true language of the fan.

• Integrate into the new viewing rituals: With approximately 50-60 per cent of all matches estimated to fall within the 12AM – 8AM window in the GCC/GST (UTC+4) time zone, entirely new consumer behaviours will emerge. This is a chance for brands to become an essential part of that ritual. What does a fan need at 2:00 a.m.? Convenience? Energy? Comfort? Brands that can answer that question will win the moment, tapping into spikes in retail app usage during match windows.

• Bridge the 7,000-mile gap: The distance between North America and the Middle East isn’t a barrier; it’s the emotional core of the story. The most impactful brands will be those who act as connectors. They can find creative ways to link the experiences of the diaspora fans in the stadiums with their friends and families back home, telling powerful stories of shared passion and long-distance unity.

Build a bond that truly lasts

When a brand shows up in this way, something amazing happens. It stops being seen as an advertiser and starts being seen as part of the team – the brand that ‘gets it’. The one that chose to celebrate with the fans, not just sell to them.

This creates a connection that a global sponsorship can’t buy. It’s a bond built on respect and shared excitement. That’s the kind of loyalty that lasts long after the final whistle.

The game plan for 2026

The strategy is direct. It’s about being open, confident, and ready to play.

1. Focus on local, not global: Brands should shift budgets from out-of-region advertising to creating amazing, culturally fluent experiences for the audience right here.

2. Partner with authentic voices: The right move is to work with the local comedians, commentators, and creators who are the true voices of the fans.

3. Understand the new rituals: Success depends on diving deep to understand the new late-night viewing patterns, the inside jokes, and the pre-game traditions.

4. Tell an integrated story: Unleashing crews in both MENA and North America will create a stream of exciting, authentic content that brings the entire fanbase together.

The 2026 World Cup presents an open goal for brands in the Middle East. It’s time to score.

Originally published in Campaign Middle East.