How Coors and AT&T Win Big With Soccer Fans: The Build-Up to the 2026 World Cup

Soccer fandom will reach new heights this summer with a highly anticipated slate of events happening both in the U.S. and around the world. With the 2026 World Cup taking place in North America, the time to champion soccer is now. Brands can engage and build communities through this global game, engaging a highly sought-after growth consumer: the passionate, young, diverse and tech-savvy soccer fan.

Hear from leaders at Coors and AT&T, alongside MLS and Concacaf (The Confederation of North, Central America and Caribbean Association Football), who will share how they leverage soccer to drive impact across the marketing mix. You’ll find out:

• How brands can take advantage of this summer’s slate of soccer events leading up to the 2026 FIFA World Cup

• The impact this summer’s events will have on fan engagement

• Actionable tactics marketers can apply right away to their sports partnerships and activations