8 Essential Tips on How Comms Pros Can Score During World Cup 2026
Football will dominate the next 40 days, like it or not. But the companies and charities you represent can piggyback on World Cup coverage
The media landscape is changing at pace – and keeping up with the latest developments and moves will give every comms expert an advantage over their rivals. Every week take a look at the media business from mainstream and ‘legacy’ media to cutting edge tech and the latest trends and developments – and how you can use that know-how.
The big kick off is just hours away and for the next 40 days Brits along with most of the world will be glued to their screens for the World Cup.
As a veteran football fan, the tournament never ceases to put a smile on my face, even if the run up to this year’s event has been overshadowed by rows about the cost of tickets and travel to the games.
And, of course, World Cup 2026 is being played out across a geopolitical landscape of the war in the Middle East, Trumpenomics and concerns about the growing benefits and threats of artificial intelligence.
It won’t stop millions staying up late to see the 104 matches in the tournament, even if a few of us might need an atlas to work out exactly where Cape Verde and Curaçao are.
But for a big chunk of the summer, football is going to dominate the news and social media (the Makerfield by-election is the only other story in town) so it’s too big to ignore for PRs and comms experts.
I’m sure many of you have polls, surveys, case studies and responses already lined up – but how can you stand out from the crowd?
Here is Off the Record’s essential guide to the World Cup and getting coverage:
The World Cup will provide some much needed light relief: Look, it’s always a big thing. But with everything going on at the moment – with wars and politics and the economy and the national mood in the UK – publishers and content providers are going to grasp the tournament with both hands. It’s cheerier, it’s hopeful and it’s a chance to dream of better days. At least until England (or Scotland) get knocked out. Suffice to say, don’t underestimate how big the World Cup can be and think how you can get your brands into the mix.
Be ready to react: The timing of the tournament provides opportunities – many games are late at night or in the early hours UK time which means follow-up stories will still matter in the morning. Work on data, research and case studies ahead of upcoming games. Whether your work is around the environment, holidays, health or the economy. There will be stories! It might be a human interest story, it might be a comparison or contrast with the environmental conditions in one of the competing countries or it might be about the issues of dynamic ticket pricing.
