World Cup 2026: How Challenger Brands Win the Second Screen in Southeast Asia and India
FIFA locked all 16 global sponsorship slots for World Cup 2026. Adidas, Coca-Cola, Visa, Hyundai-Kia, Aramco, Qatar Airways, and Lenovo hold every pitch-side position. TikTok is FIFA’s named preferred social video platform. North America hosting shifts match windows to morning-afternoon across Southeast Asia. India’s media rights fell 65% to USD 35M with no confirmed buyer. The second screen (creator content, local KOLs, short-form video) is where challenger brands can still compete.
