More than six months before the tournament, NBCUniversal’s Telemundo has sold 90% of its Spanish-language ad inventory for the 2026 FIFA World Cup. The early sellout has seen ad spend double compared to the 2022 tournament, as advertisers scramble for a spot in an event returning to North American soil for the first time since 1994.
An advertiser gold rush: Telemundo attributes the success to the "undeniable power of Latino fans as an economic engine," touting the agreements as the largest in Spanish-language history. Major brands like Anheuser-Busch, Coca-Cola, and McDonald’s are among the nearly 60 advertisers already on board.
A winning formula: "The growth of soccer in the United States coupled with the domestic nature of the 2026 FIFA World Cup...has proved to be the winning formula for our company," said Peter Lazarus, an EVP at NBC Sports.
Delivering on the hype: The broadcast plan is designed to bolster NBCU's streaming ambitions, with all 104 matches airing live on linear channels and streaming on Peacock. To deliver on the hype, the network is mounting its largest production ever, with crews at all 16 host cities and dedicated studios in Mexico, Miami, and New York.
The unprecedented demand cements the 2026 World Cup as a landmark event, proving that Spanish-language media is a primary growth engine for major sports properties in North America. But the advertiser demand is fueled by more than just eyeballs. A key insight from Telemundo reveals that the target audience is uniquely receptive, with 8 in 10 Spanish-language viewers saying World Cup ads are an enjoyable and important part of the experience.
