CEO confidence in the CMO role is projected to drop to 43% in 2026, indicating challenges for marketers. As the 2026 FIFA World Cup approaches, brands like Modelo are significantly increasing investments in professional soccer. Modelo's seven-figure investment includes sponsorship of pre-match broadcasts on Telemundo. Diageo is also leveraging the event with a campaign celebrating Latino heritage. Additionally, video games and esports advertising revenue experienced a 22% growth in 2025, highlighting the evolving landscape of digital marketing.
"Modelo is making its largest investment to date in professional soccer ahead of the 2026 FIFA World Cup, investing seven figures and sponsoring every pre-match broadcast on Telemundo."
"The tournament has become a major opportunity for marketers to capture a large international audience, with brands like Diageo launching campaigns celebrating Latino heritage."
"Modelo Especial accounts for 10% of all beer sales in the U.S., making it the most popular beer by dollars spent, while Michelob Ultra leads in volume."
"Video games and esports advertising revenue saw a major lift in 2025, with a 22% growth from both digital and non-digital sources."
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