A young soccer fan takes a shot at goal at a dedicated Chinese sports culture booth outside MetLife Stadium in New Jersey, US, on June 16. YIN GANG/FOR CHINA DAILY
The 2026 FIFA World Cup is emerging as more than a global sporting event in China, with consumer sentiment, social engagement and brand investment pointing to its evolution into a broader cultural and commercial platform, according to industry reports.
About 59.2 percent of Chinese respondents expressed strong favorability toward the World Cup, according to Kantar's report.
Compared with perceptions three years earlier, consumers increasingly associate the tournament with traits including adventure, ambition and international appeal.
The shift reflects structural changes surrounding the 2026 tournament, including its expansion from 32 to 48 teams, and its first-ever three-nation joint-hosting format across the United States, Canada and Mexico. High-profile cultural programming, opening ceremony initiatives and expanded broadcasting partnerships have further increased the event's ability to generate value beyond the pitch.
