World Cup Athletes Elevate Advertising Impact for Brands

WHO:

EDO, Inc. - Timothée Chalamet featured in two Adidas spots that reached the top ten of the World Cup ad rankings.

EDO, Inc. - David Beckham appeared in ads for at least 11 different brands and organizations during the World Cup.

marketingreport.one - David Beckham and Lionel Messi are featured in World Cup advertisements.

EDO, Inc. - Timothée Chalamet and David Beckham are highlighted as standout celebrities in World Cup advertising.

WHAT:

EDO, Inc. - The top-performing ad, Kalshi's "Dentist," achieved an Engagement Volume Index (EVI) of 796, indicating it drove 796 times the engagement of an average 2026 World Cup ad.

EDO, Inc. - The Spanish-language ad "Endurance is What We Do" by Toyota ranked No. 5 with an EVI of 140.

EDO, Inc. - The analysis covered 1,248 ads from 369 brands across 104 matches during the World Cup, with a total of 1,000 ads achieving an EVI score of 1,000 or higher.

marketingreport.one - System1's analysis indicates that ads featuring Beckham or Messi recorded an average 0.6-Star increase in long-term effectiveness compared to campaigns that featured neither player.

EDO, Inc. - The top-performing ad, Kalshi's "Dentist," achieved an Engagement Volume Index (EVI) of 796, indicating it drove 796 times the engagement of an average 2026 World Cup ad.

EDO, Inc. - The Spanish-language ad "Endurance is What We Do" by Toyota ranked No. 5 with an EVI of 140.

EDO, Inc. - The analysis covered 1,248 ads from 369 brands across 104 matches during the World Cup, with a total of 1,000 ads achieving an EVI score of 1,000 or higher.

EDO, Inc. - The tournament saw record U.S. audiences, with significant viewership numbers for the final match between Spain and Argentina expected to be in the billions.

EDO, Inc. - Prediction markets Kalshi and Polymarket increased month-over-month digital spending during the tournament by 104% and 286%, respectively.

EDO, Inc. - The analysis indicates that CPG brands accounted for 37% of ad impressions during the World Cup, the highest among other sporting categories.

EDO, Inc. - The top ads included Kalshi's "Dentist," which drove 796 times as much engagement as the average 2026 World Cup ad, followed by Oura Ring's "World's Smallest Ring" at 267 times and AT&T Home Internet's "Knock on the Block" at 170 times.

EDO, Inc. - Spanish-language TV saw more fans watching this World Cup than the last two tournaments combined, with standout performances from brands like Toyota, Ford, and Modelo.

EDO, Inc. - The top-performing ads were ranked based on ad-driven consumer actions that predict future sales, with a total of 1,248 ads analyzed from 369 brands across 104 matches.

EDO, Inc. - McDonald's World Cup Meal and World Cup Cups campaigns consistently ranked in both English and Spanish during the tournament.

EDO, Inc. - Airbnb's "Did You Know?" campaign topped the Travel category and ranked No. 14 overall.

marketingreport.one - System1's analysis indicates that celebrity appearances in World Cup ads do not reduce brand recognition, achieving an average Fluency Rating of 80 percent.

EDO, Inc. - The top-performing ad, Kalshi's "Dentist," achieved an Engagement Volume Index (EVI) of 796, indicating it drove 796 times the engagement of an average 2026 World Cup ad.

EDO, Inc. - The Spanish-language ad "Endurance is What We Do" by Toyota ranked No. 5 with an EVI of 140.

EDO, Inc. - The analysis covered 1,248 ads from 369 brands across 104 matches during the World Cup, with a total of 1,000 ads achieving an EVI score of 1,000 or higher.

EDO, Inc. - The top ads were ranked based on ad-driven consumer actions that predict future sales, using an Engagement Volume Index (EVI) where 100 equals the engagement of an average World Cup ad.

The New York Times - In the UK, a record haul of 58,000 fake World Cup football shirts worth £5.5 million ($7.3 million) were seized in a raid in Scotland.

The New York Times - CBP conducted 2,000 seizures of packages and inspections of 1,400 flights and cargo shipments, resulting in 65,000 items being intercepted by law enforcement across the 11 host cities in the U.S.

EDO, Inc. - The tournament saw record U.S. audiences, with significant viewership numbers for the final match between Spain and Argentina expected to be in the billions.

EDO, Inc. - The analysis indicates that CPG brands accounted for 37% of ad impressions during the World Cup, the highest among other sporting categories.

EDO, Inc. - Prediction markets Kalshi and Polymarket increased month-over-month digital spending during the tournament by 104% and 286%, respectively.

marketingreport.one - System1's analysis found that advertisements featuring Beckham or Messi achieved an average Fluency Rating of 80 percent, the same as ads without them.

marketingreport.one - Ads featuring Beckham or Messi recorded an average 0.6-Star increase in long-term effectiveness compared to campaigns that featured neither player.

EDO, Inc. - Spanish-language TV saw more fans watching this World Cup than the last two tournaments combined, with standout performances from brands like Toyota, Ford, and Modelo.

EDO, Inc. - The top-performing ads were ranked based on ad-driven consumer actions that predict future sales, with a total of 1,248 ads analyzed from 369 brands across 104 matches.

The New York Times - U.S. Customs and Border Protection (CBP) seized over 445,000 counterfeit items related to the World Cup, with an estimated loss to industry of approximately $32 million due to illicit trade.

The New York Times - In the UK, a record haul of 58,000 fake World Cup football shirts worth £5.5 million ($7.3 million) were seized in a raid in Scotland.

EDO, Inc. - Spain won the FIFA World Cup by defeating Argentina 1-0 in the final.

EDO, Inc. - The top-performing ad, Kalshi's "Dentist," achieved an Engagement Volume Index (EVI) of 796, indicating it drove 796 times the engagement of an average 2026 World Cup ad.

EDO, Inc. - The Spanish-language ad "Endurance is What We Do" by Toyota ranked No. 5 with an EVI of 140.

EDO, Inc. - The analysis included 1,248 ads from 369 brands across 104 matches, with a total of 1,000 ads achieving an EVI score of 1,000 or higher.

EDO, Inc. - Kalshi's "Dentist," starring Timothée Chalamet, finished as the tournament's most effective creative overall, driving 796 times as much engagement as the average 2026 World Cup ad.

EDO, Inc. - Oura Ring's "World's Smallest Ring" achieved 267 times the engagement, and AT&T Home Internet's "Knock on the Block" reached 170 times the engagement of an average ad.

EDO, Inc. - Toyota's "Endurance is What We Do," a Spanish-language spot, landed at No. 5 on the tournament-wide ranking with 140 times the engagement of an average ad.

marketingreport.one - Beckham appears in 10 percent of global World Cup ads, while Messi features in 8 percent.

marketingreport.one - Advertisements featuring Beckham or Messi recorded an average 0.6-Star increase in long-term effectiveness compared to campaigns without them.

EDO, Inc. - Kalshi's "Dentist," starring Timothée Chalamet, drove 796 times as much engagement as the average 2026 World Cup ad.

EDO, Inc. - Oura Ring's "World's Smallest Ring" achieved 267 times the engagement, and AT&T Home Internet's "Knock on the Block" reached 170 times the engagement of an average ad.

EDO, Inc. - McDonald's World Cup Meal and World Cup Cups campaigns consistently ranked in both English and Spanish during the tournament.

EDO, Inc. - Airbnb's "Did You Know?" campaign topped the Travel category and ranked No. 14 overall.

WHERE:

EDO, Inc. - The World Cup took place across 11 host cities in the U.S.

EDO, Inc. - The analysis covered 1,248 ads from 369 brands across 104 matches during the World Cup.

WHEN:

EDO, Inc. - The World Cup took place in 2026.

WHY:

EDO, Inc. - The increase in engagement for brands running TV creative alongside sponsorship was quantified at 34% compared to typical integrations.

EDO, Inc. - Our Sponsored Ad Outcomes™ research indicates that when a brand runs TV creative alongside a sponsorship, engagement climbs 34% compared to a typical integration on its own.

EDO, Inc. - The increase in engagement for brands running TV creative alongside sponsorship was quantified at 34% compared to typical integrations.

EDO, Inc. - Our Sponsored Ad Outcomes™ research indicates that when a brand runs TV creative alongside a sponsorship, engagement climbs 34% compared to a typical integration on its own.

marketingreport.one - The perception of Beckham and Messi's ubiquity may stem from their appearance in campaigns backed by brands with larger creative budgets.

HOW:

EDO, Inc. - The analysis of World Cup ads was based on an Engagement Volume Index (EVI), where 100 equals the engagement driven by the average World Cup ad.

EDO, Inc. - The top ads were ranked based on ad-driven consumer actions that predict future sales, using an Engagement Volume Index (EVI) where 100 equals the engagement of an average World Cup ad.

EDO, Inc. - The analysis covered 1,248 ads from 369 brands across 104 matches during the World Cup, with each ad receiving an Engagement Volume Index (EVI) score, where 100 equals the engagement driven by the average World Cup ad.

marketingreport.one - System1's Test Your Ad platform measures long-term brand-building potential through a Star Rating and assesses brand recognition using a Fluency Rating.

EDO, Inc. - Sponsored Ad Outcomes™ research indicates that brands running TV creative alongside sponsorship see a 34% increase in engagement compared to typical integrations.

(UPDATED July 24, 2026 07:47 UTC)

In a recent analysis by EDO, Inc., the top-performing ad during the World Cup was Kalshi's "Dentist," which achieved an impressive Engagement Volume Index of 796, meaning it drove nearly eight hundred times the engagement of an average World Cup ad. Timothée Chalamet made a splash by featuring in two Adidas spots that landed in the top ten of the ad rankings, while David Beckham appeared in ads for at least eleven different brands throughout the tournament. The analysis covered a total of 1,248 ads from 369 brands across 104 matches, revealing that 1,000 ads scored an EVI of 1,000 or higher, with brands running TV creative alongside sponsorship seeing a 34% increase in engagement.

(UPDATED July 24, 2026 02:49 UTC)

A recent analysis of World Cup advertising reveals that ads featuring stars like Beckham or Messi saw a notable increase in long-term effectiveness, averaging a 0.6-Star boost compared to those without them. The standout ad was Kalshi's "Dentist," which achieved an impressive Engagement Volume Index of 796, driving 796 times the engagement of an average 2026 World Cup ad, while the Spanish-language ad "Endurance is What We Do" by Toyota ranked fifth with an EVI of 140. Overall, the tournament drew record U.S. audiences, with billions expected to tune in for the final match between Spain and Argentina, and brands that integrated TV creative with sponsorship saw a 34% increase in engagement.

(UPDATED July 24, 2026 01:24 UTC)

A recent analysis by System1 reveals that celebrity appearances in World Cup advertisements do not hinder brand recognition, achieving an impressive average Fluency Rating of 80 percent. In standout performances, Kalshi's ad "Dentist" led the pack with an Engagement Volume Index of 796, while Toyota's Spanish-language ad "Endurance is What We Do" ranked fifth with an EVI of 140. Meanwhile, law enforcement in the UK seized a record haul of 58,000 counterfeit World Cup football shirts valued at £5.5 million, as U.S. audiences for the tournament reached unprecedented levels, particularly for the anticipated final match between Spain and Argentina.

(UPDATED July 23, 2026 19:23 UTC)

A recent analysis by System1 revealed that advertisements featuring soccer stars Beckham or Messi achieved an average Fluency Rating of 80 percent, similar to ads without them, but did see a 0.6-Star increase in long-term effectiveness compared to campaigns that featured neither player. In the realm of World Cup advertising, the top ad was Kalshi's "Dentist," which generated an astonishing 796 times the engagement of the average 2026 World Cup ad, followed by Oura Ring's "World's Smallest Ring" at 267 times and AT&T Home Internet's "Knock on the Block" at 170 times. Spanish-language TV also saw a significant boost in viewership, with more fans tuning in this World Cup than the last two tournaments combined, showcasing strong performances from brands like Toyota, Ford, and Modelo.

(UPDATED July 23, 2026 17:23 UTC)

U.S. Customs and Border Protection has seized over 445,000 counterfeit items related to the World Cup, which has led to an estimated loss of around $32 million for the industry due to illicit trade. In a separate operation in the UK, authorities confiscated a record 58,000 fake World Cup football shirts valued at £5.5 million, or about $7.3 million, during a raid in Scotland. The CBP's efforts included 2,000 seizures and inspections of 1,400 flights and cargo shipments, resulting in 65,000 items being intercepted across the 11 host cities in the U.S.

(UPDATED July 23, 2026 13:25 UTC)

Spain has claimed victory in the FIFA World Cup, defeating Argentina 1-0 in the final match held across 11 host cities in the U.S. Kalshi's ad titled "Dentist" topped the charts with an impressive Engagement Volume Index of 796, while Toyota's Spanish-language ad "Endurance is What We Do" secured the fifth spot with an EVI of 140. The analysis, which included 1,248 ads from 369 brands during 104 matches, revealed that brands running TV creative alongside sponsorship saw a significant 34% increase in engagement compared to typical integrations.

(UPDATED July 23, 2026 11:38 UTC)

In a recent analysis by EDO, Inc., Kalshi's "Dentist," featuring Timothée Chalamet, emerged as the standout ad of the tournament, generating an impressive 796 times the engagement of an average World Cup advertisement. Other notable mentions include Oura Ring's "World's Smallest Ring," which achieved 267 times the engagement, and AT&T Home Internet's "Knock on the Block," reaching 170 times the average. The study evaluated 1,248 ads from 369 brands across 104 matches, revealing that ads paired with sponsorships saw a 34% increase in engagement compared to standalone integrations.

(UPDATED July 23, 2026 10:43 UTC)

David Beckham and Lionel Messi are prominently featured in World Cup advertisements, with Beckham appearing in ten percent of global ads and Messi in eight percent. Notably, Timothée Chalamet's "Dentist" campaign generated an astonishing seven hundred ninety-six times the engagement of an average 2026 World Cup ad, while Oura Ring's "World's Smallest Ring" and AT&T's "Knock on the Block" also achieved remarkable engagement levels. The analysis covered over one thousand ads from three hundred sixty-nine brands across one hundred four matches, highlighting the significant impact of celebrity endorsements on advertising effectiveness during the tournament.