Brazil and North America Ramp Up Engagement Ahead of 2026 FIFA World Cup

As the 2026 FIFA World Cup approaches, held across the United States, Canada, and Mexico, both Brazil and North America are intensifying efforts to promote football and capitalize on the global spotlight. Brazil's national tourism agency, Embratur, launched an international campaign titled "Come join this feeling" aiming to transform football passion into an invitation to experience Brazil's culture, hospitality, and gastronomy. Targeting football fans internationally, especially those anticipated to attend the 2027 FIFA Women's World Cup hosted in eight Brazilian cities, the campaign focuses on blending Brazil's vibrant culture with its football heritage. Bruno Reis, Embratur’s president, highlighted that leveraging football is a powerful strategy to boost Brazil’s tourism sector and enhance its international brand. To facilitate travel, Embratur has partnered with airlines and travel agencies as part of the strategic "Plano Brasis" marketing plan spanning 2025-2027, emphasizing innovation and sustainability in promotion.

Meanwhile, North America is witnessing a surge in football interest, with the fan base growing 10.9% over five years to surpass 136 million people. A Nielsen report shows that the arrival of global star Lionel Messi at Inter Miami significantly increased viewership, with Leagues Cup linear channel audiences rising by 173% and the MLS Cup final audience jumping 97% compared to the previous year. The United States ranks as the world's fourth-largest football fan base with 62.5 million followers, while Mexico shows the highest regional engagement at 63%. The demographic is predominantly young and affluent, with 76% belonging to the Millennial and Generation Z cohorts. The enthusiasm is supported by strong television, streaming, and social media consumption, with 64% of survey respondents expecting their interest in football to continue growing through and beyond the World Cup period.

Together, these developments signify Brazil's dual role as both a global football powerhouse and a compelling travel destination, while North America's rising fanbase sets the stage for an energized World Cup atmosphere through June and beyond. These promotional and engagement efforts are poised to ignite greater tourism, cultural exchange, and commercial activity linked to the world's premier football event.