Why Retail Media Will Be the Real Winner of World Cup 2026

The 2026 World Cup has begun. Mexico defeated South Africa 2-0 in the opening match at Estadio Azteca, and the opening ceremony drew 1.2 billion viewers worldwide — nearly 10 times the Super Bowl's 125 million.While $10.5 billion is flowing toward official sponsors, retail media is absorbing redistributed budgets and proving its value in the process.I have spent 15 years managing retail media across Amazon Ads, Walmart Connect and Roundel for CPG brands. At Ferrero, the company is going "All In" with a $100 million portfolio-wide campaign around the World Cup that brings together Nutella, Ferrero Rocher, Kinder Bueno, Butterfinger, Tic Tac and Blue Bunny. Here is what the 2026 World Cup is showing the industry about where retail media wins:The Numbers Everyone Is IgnoringWorld Cup matches are driving an estimated $7.5 billion in consumer spending, with an average of $74 per shopper.The biggest purchase categories are snacks, chips and dips at 51%, alcoholic beverages at 38%, prepared foods at 35% and soda at 30%.That makes grocery retail media networks the biggest winners. When people are watching, they are also buying food and beverage items that fit the occasion, which is why retailers and CPG brands should prioritize these moments. The strongest demand sits in categories where shopping intent is high and replenishment is immediate.Three Trends the Tournament HighlightsThe tournament reinforces these major shifts in retail media strategy:Full-funnel planning: Brands that treat retail media as only a bottom-funnel channel are missing the opportunity. The better approach is to connect upper-funnel awareness before the match with lower-funnel conversion after the match.I have led attribution for CPG brands, and when campaigns span the full journey, iROAS improves. Display can build awareness before kickoff, while search captures demand after the final whistle. That sequencing matters because the consumer journey during major sports events moves quickly.Off-site retail media: The World Cup is a big-screen event, so FMCG brands need mass reach with sharper audience intelligence. That means using category insights, real-time behavior and fan segmentation to shape the plan.Retail media networks are increasingly using first-party data to activate CTV and social formats. That matters because the audience is not just shopping on retailer sites; it is moving across screens, moments and channels throughout the tournament.Real-time optimization: Every day is finals day. Brands that stay locked into rigid plans are losing to teams that shift budgets based on match outcomes.Real-time optimization matters. Campaigns can move 40% of budget in two hours when conversion spikes, and that kind of agility can outperform static campaigns by 3x. The lesson is simple: The closer the media decision is to live consumer behavior, the stronger the return.Why Sponsorship Is Not RequiredBrands do not need an official sponsorship to win. The winners are the ones that connect purpose to the cultural moment in a way that feels relevant and useful.At Ferrero, the "Go All In" platform brings portfolio alignment to life through promotional packaging, QR giveaways and digital activations running from April 1 to July 31. That approach encourages consumers to engage with the whole portfolio, not just a single brand, which is the real value of a large-scale retail media activation. The best windows remain the pre-match and post-match periods, when retail media performance tends to peak.Your Playbook …If a campaign has not started yet, it is already behind.Start before kickoff: The first match kicked off on June 11. The smartest brands build hype before the match, maintain momentum during the game and capture conversion after the final whistle. That sequencing aligns the message with the consumer's mindset at each stage.Segment by fan behavior: World Cup fans respond to brands that understand their viewing habits, team loyalty and purchase history. First-party data makes that segmentation possible. The more precise the audience, the more relevant the activation.Track iROAS in windows: Track iROAS separately for pre-match, in-match and post-match activity. That kind of granular measurement can uncover significant efficiency gains across Amazon and Walmart campaigns. Search ROAS tends to spike after the match, while display is often strongest before the match.Prioritize grocery RMNs: Focus on Amazon Fresh, Walmart Grocery, Roundel and regional grocery retail media networks. These environments capture the highest intent for snacks, beverages and other game-day categories. When the shopper already has a purchase need, retail media can intercept it at exactly the right time.Stay reactive: Build campaigns that can shift based on match outcomes. If a team wins, surge budgets. If a fan favorite scores, activate real-time social retail ads.Teams can shift budget in 90 minutes when conversion doubles during a match. That is the speed this moment demands.What This ProvesThe 2026 World Cup is proving retail media's effectiveness. For CPG brands, retail media is becoming the operating system of retail, where media, merchandising and data all converge.The stadium may be in North America, spread across 16 cities, but the real action is on the retail media dashboard. That is where CPG brands will win.Editor's Note: This article reflects Sarp Tunçay's personal perspective and does not represent the views of his employer or imply endorsement of any company, vendor, platform, product or service.About the Author: Sarp Tunçay is retail media & e-commerce strategy leader at Ferrero with 15-plus years in digital marketing. He leads retail media strategy for the Kinder and Tic Tac brands across Amazon Ads, Walmart Connect and Roundel, specializing in CPG performance marketing and attribution analytics. He is driving retail media activation for Ferrero's $100 million "Go All In" World Cup 2026 campaign for Kinder and Tic Tac.

Why Retail Media Will Be the Real Winner of World Cup 2026

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