The 2026 World Cup: seven moments that tested corporate reputations

This summer, the 2026 World Cup generated $2.8 billion in sponsorship revenue and reached six billion viewers. It also produced seven moments that tested corporate reputations, playing out in real time.

FIFA announced a $20 billion plan and abandoned it within three days after a unanimous revolt from its own confederations. Levi’s and Heinz turned a forced debranding rule into a viral moment without spending on a sponsorship.

The organisations that controlled the narrative were not always the ones that caused or could control the moment itself.

Below, we break down all seven cases and the reputational lessons each organisation can carry into their next high-visibility moment.