Walmart (NYSE: WMT) and McDonald’s (NYSE: MCD) are among the major brands rolling out aggressive promotional campaigns tied to the FIFA 2026 World Cup.
Consumer research firm Numerator estimates that World Cup shoppers could drive approximately $7.5 billion in total consumer spending across the tournament’s duration.
That figure places World Cup spending slightly above the estimated $7.2 billion generated by the Winter Olympics, though it remains well below the Super Bowl’s estimated $11.5 billion impact.
A broad range of brands are competing for a share of that spending, but Walmart, Target, and McDonald’s have emerged as the retailers making the most substantial bets on the event.
Walmart’s strategy dates back further than most, having partnered with Major League Soccer in July to build momentum heading into the 2026 tournament.
Under that partnership, Walmart committed to activating “across stadiums, screens and stores to bring fans closer to the action” as an official partner of MLS and Leagues Cup.
The retailer described its role as serving fans “at every step of the matchday journey, from in-real-life experiences to merchandise, whether they’re shopping for gear, hosting a watch party or connecting with their local soccer community.”
Walmart positioned the investment as a long-term play on soccer’s growth in the United States, noting that MLS is “already home to the youngest and most diverse fan base in North American pro sports.”
The company stated that its investment “reflects a long-term commitment to supporting the sport’s future in the U.S., starting at the grassroots level and building all the way to the global stage.”
McDonald’s is taking a more traditional promotional approach, leaning on its established World Cup playbook by offering themed meals, Happy Meals, and collectibles tied to global soccer stars.
The fast-food giant’s World Cup campaigns have historically proven effective at driving foot traffic and customer engagement during major international sporting events.
With the tournament being hosted in North America, both companies are positioned to benefit from what analysts expect to be unusually strong domestic fan engagement compared to prior World Cups held abroad.
The convergence of a home-soil tournament and rising American soccer interest gives retailers a rare window to convert casual viewers into long-term sports consumers and brand loyalists.
