Building Cultural Resonance for the World Cup

The 2026 FIFA World Cup is an opportunity to build resonance with a vibrant and passionate cultural force: US soccer fans. Yep, we call it soccer because this sport is a different experience in the US, and these fandoms are unique—with layered loyalties to favorite players, local teams and national teams. Brands entering this space need insight into fans’ complex emotional truths. This panel, a Culture Briefing held at The Omnicom Space at the 2025 Cannes Lions International Festival of Creativity, covers cultural resonance, multicultural marketing, sports partnerships, and soccer. TMA’s David Matathia and Whitney DeMercurio were proud to share the stage with Dieste’s Marialejandra Urbina and Benjamin Jara.