Brazilian media giant Globo has announced 22 partner brands for its multiplatform coverage of the FIFA World Cup 2026, set to take place across the United States, Mexico, and Canada.
The project will integrate content across Globo’s ecosystem, including TV Globo, SporTV, Globoplay, and GE, with a strategy that begins ahead of the tournament and extends throughout the competition.
Among the main sponsors are Ambev, Itaú Unibanco, Unilever, and CAOA, all of which renew their partnerships from the 2022 World Cup cycle. Additional top-tier partners include Amazon, Superbet, XP Inc., Grupo Petrópolis, BYD, Localiza, Medley, and Suvinil.
Other participating brands across different sponsorship tiers include Apple, Coca-Cola, McCain, Havan, Betano, and BetMGM, alongside Ademicon. Notably, OpenAI joins Globo’s commercial portfolio for the first time. Meanwhile, Zé Delivery and Stihl have renewed their involvement following their participation in 2022.
According to Globo, more than 170 million people engaged with its coverage of the last World Cup. For 2026, the broadcaster is expanding its approach with a broader mix of formats and platforms.
One of the key innovations is the “2026 Convocados” project, developed in partnership with Play9, focusing on content creators, real-time conversations, and cultural trends surrounding the tournament.
The initiative aims to deepen Globo’s role not only in sports broadcasting but also in shaping the cultural and social narratives that emerge during the World Cup, reinforcing the convergence of sport, entertainment, and media.