A customer wearing an Argentina national team jersey shops on Monday for World Cup merchandise at a store at Yiwu International Trade City in Zhejiang province. WEI ZHIYANG/FOR CHINA DAILY
The 2026 FIFA World Cup, which is scheduled to take place from June 12 to July 20, is emerging as a major global marketing stage for Chinese brands seeking to expand overseas, as fragmented viewing habits and digital advertising tools reshape how companies participate in top-tier sports events.
The tournament, jointly hosted by the United States, Canada and Mexico, is expected to attract more than 6 billion viewers worldwide, with overall exposure projected to rise 20 percent from the previous soccer World Cup, according to a recent survey by global advertising technology company The Trade Desk.
Chinese companies increasingly see the World Cup as more than just a platform for logo exposure. They are going to use the event to strengthen global brand recognition through technology, streaming platforms and social media.
"Top-tier sporting events are helping Chinese brands enter a more advanced stage of globalization," said Wang Xueli, director of Tsinghua University's Center for Development of Sports Industry.
