How has World Cup sponsorship benefited companies? - List

Sponsoring the 2026 FIFA World Cup has significantly increased brand value, giving companies access to a global audience.
According to Yeniavaz.com, citing Brand Finance, Saudi energy giant Aramco saw the largest increase in brand value.
The company's brand value increased by approximately $1.1 billion, from $47.3 billion at the beginning of 2026 to $48.4 billion in July.
Verizon, in second place, saw an additional $1 billion in brand value, bringing its total brand value to $74 billion. Hyundai rounded out the top three, with its brand value increasing by $836 million thanks to its World Cup sponsorship.
Coca-Cola, in the top four, saw an additional $733 million in brand value. According to Brand Finance, more than half of the incremental value created among all sponsors went to the top four companies.
Other major companies in the financial and consumer sectors also saw notable results. Bank of America increased its brand value by $631 million, Visa by $532 million, and Home Depot by $402 million. Kia, McDonald's, and Lenovo also saw incremental brand value increases of $365 million, $309 million, and $295 million, respectively.
The study shows that some companies, while seeing smaller increases in dollar terms, demonstrated higher percentage growth. For example, Lenovo's $295 million increase in brand value represents a 4.2% increase over the company's previous brand value, the highest in the analysis. Kia (3.5%) and Hyundai (3.4%) also ranked first in percentage growth. Among smaller sponsors, Hisense received only $19 million, Marriott $20 million, and Globant $7 million in additional brand value, but Hisense's 2.1% increase in brand value in particular exceeded the average.
Estimated brand value increase for 2026 World Cup sponsors:
Aramco - $1.1 billion; Verizon - $1 billion;
Hyundai - $836 million;
Coca-Cola - $733 million;
Bank of America - $631 million;
Visa - $532 million;
Home Depot - $402 million;
Kia - $365 million;
McDonald's - $309 million;
Lenovo - $295 million;
Lay's - $254 million;
Adidas - $232 million;
Budweiser — $130 million;
Qatar Airways — $65 million;
Michelob Ultra — $63 million;
Mengniu — $59 million;
Airbnb — $57 million;
American Airlines — $43 million;
Marriott — $20 million;
Hisense — $19 million;
Globant — $7 million.

Elnur Ali