This week, Reach was proud to sponsor and host a panel at Campaign’s industry event: It’s All to Play For: The 2026 World Cup Briefing, bringing together voices from across sport, media and marketing to explore the opportunities around football’s biggest global tournament.

Organised by the team at Campaign, the event looked ahead to the commercial, cultural and media impact of the upcoming 2026 FIFA World Cup, which will take place across the USA, Canada and Mexico.

As the world prepares for the largest tournament in football history, brands are increasingly considering how they can authentically connect with football fans before, during and after the competition.

Fans, Fame & The Front Page

Reach hosted a panel titled “Fans, Fame & The Front Page: Capturing Attention in a Global Tournament.”

The discussion explored how editorial authority and fan-first storytelling help shape the narrative of major sporting moments — and why trusted journalism plays such a powerful role in engaging audiences during global events.

Our panel focused on how football fans interact with media during tournaments, and how those behaviours create opportunities for brands to be present in meaningful ways.

Key themes included:

• Football as a 24/7 conversation – Fans follow the drama far beyond matchdays, engaging with news, analysis, debate and opinion throughout the tournament.
• Local passion, global stage – Regional titles and club-focused coverage connect global football stories with deeply engaged local fan communities.
• The power of trusted journalism – Editorial authority provides an authentic environment for brands to appear alongside content that audiences actively seek out.

A Moment of Global Attention

The 2026 FIFA World Cup will be the first tournament to feature 48 teams, making it the largest and most globally watched competition in the sport’s history.

For brands, this represents a huge opportunity to engage with football fans at scale – particularly in environments where audiences are actively following the stories that shape the tournament.

During the event, attendees also heard from football broadcasting legend Gary Lineker, who shared his perspective on how the global game continues to captivate audiences across generations.

Why Publishers Matter in Tournament Moments

While live broadcast remains central to the football experience, publishers play a critical role in the wider fan ecosystem.

At Reach, our network of national and regional titles connects millions of football fans across the UK every day. From breaking news and match coverage to fan opinion and club analysis, our journalism keeps audiences engaged with the stories surrounding the game.

That environment offers brands the opportunity to connect with passionate audiences in a trusted and highly engaged context.

As the road to the 2026 FIFA World Cup continues, the conversation around football is only just getting started.

For marketers looking to be part of that journey, understanding where fans gather, read and debate the game will be key.

▶️ Watch Campaign’s It’s All to Play For: The 2026 World Cup Briefing

Get in touch to explore our media opportunities for World cup 2026.