World Cup 2026: How Challenger Brands Win the Second Screen in Southeast Asia and India
Challenger brands win World Cup 2026 on the second screen: local creator content on TikTok and YouTube Shorts, timed to the morning-to-midday match windows that North America hosting creates across Southeast Asia, and in India a creator-first campaign scaled with programmatic and UA. All 16 FIFA global sponsorship slots are sold, TikTok is FIFA’s named preferred social video platform, and India’s media rights asking price fell 65% to USD 35M with no confirmed buyer.
