Episode Details

The 2026 FIFA World Cup, which is scheduled to take place from June 12 to July 20, is emerging as a major global marketing stage for Chinese brands seeking to expand overseas, as fragmented viewing habits and digital advertising tools reshape how companies participate in top-tier sports events.

2026年国际足联世界杯将于6月12日至7月20日举行。随着观众收视习惯日趋碎片化，数字广告工具改变企业参与顶级赛事的方式，本届世界杯正成为中国品牌拓展海外的重要全球营销平台。

The tournament, jointly hosted by the United States, Canada and Mexico, is expected to attract more than 6 billion viewers worldwide, with overall exposure projected to rise 20 percent from the previous soccer World Cup, according to a recent survey by global advertising technology company The Trade Desk.

全球广告技术公司萃弈（The Trade Desk）最新调查显示，本届赛事由美国、加拿大、墨西哥联合举办，预计将吸引全球超60亿观众，整体曝光量较上届世界杯增长20%。

Chinese companies increasingly see the World Cup as more than just a platform for logo exposure. They are going to use the event to strengthen global brand recognition through technology, streaming platforms and social media.

中国企业不再将世界杯仅视为品牌展示平台，而是借助赛事、通过技术、流媒体平台与社交媒体提升全球品牌知名度。

"Top-tier sporting events are helping Chinese brands enter a more advanced stage of globalization," said Wang Xueli, director of Tsinghua University's Center for Development of Sports Industry.

清华大学体育产业发展研究中心主任王雪莉表示：“顶级体育赛事正推动中国品牌进入全球化更高阶段。”

"In the past, many Chinese companies mainly wanted to build basic brand awareness. But now, through top global events such as the World Cup, they are trying to strengthen their position in mid-to high-end markets and showcase their technological capabilities."

“过去，中国企业多以提升基础品牌认知为主。如今，通过世界杯等全球顶级赛事，企业正着力巩固中高端市场地位，展现技术实力。”

TTD's survey found that audience behavior around the upcoming tournament is becoming increasingly fragmented. At least one-third of viewers plan to follow matches through multiple channels, including traditional television, sports apps, connected TV platforms and short-form video content.

萃弈调查显示，本届世界杯观众观赛行为更趋碎片化，至少三分之一观众将通过传统电视、体育应用、联网电视及短视频