Beyond the pitch: FIFA World Cup 2026
The FIFA World Cup will take place in Mexico, Canada and the United States between Thursday, June 11th, 2026 – Sunday, July 19th, 2026
The FIFA World Cup is a global media phenomenon which takes place every 4 years. Its impact on Latin America can be seen in numbers drawn from the event’s previous edition in 2022. 287.2 million people in South America accessed the tournament via digital platforms. In Argentina an average live audience of 17.43 million people watched their country win the final of the tournament. With next year’s edition set to take place in part in Mexico (along with the United States and Canada), Mexico’s Federal Government expects to attract 5.5 million visitors and generate between 1.8 – 3 billion dollars.
FIFA expects the event to generate around 11 billion USD, a 50% increase in revenue compared to the 2022 edition. 9 Latin American countries have qualified for the Cup (potentially 10, with Bolivia still aiming to qualify via the play-offs), the highest number of participants from the region to date.
For companies planning their marketing strategies for 2026, the World Cup is a strategic opportunity to connect with consumers and key audiences – not only for sports and entertainment brands, but for companies from all sectors. The event can serve as a platform for initiatives such as watch parties for media engagement or client retention, branded experiences online and offline, PR stunts that connect your brand to the event, and newsjacking activations, allowing brands to engage audiences in a culturally relevant and timely way.
Elections 2026: Brands can’t be too careful
Brazil: October 4th, 2026: General elections, including presidential (possible runoff later in October)
Colombia: May 31st, 2026: Presidential election (possible second round in June)
Costa Rica: February 1st, 2026: General elections, including presidential (possible runoff in April)
Peru: April 12th, 2026: Presidential and legislative elections
Next year will herald a new election period in many of the largest economies in Latin America. Companies must track all possible developments related to new administrations in these countries, and the introduction of social and economic changes which may impact their business and affect market dynamics.
During this time, Tier 1 media will centre on coverage of political news and ads, with the public eye focused on candidates’ proposals. Companies need to consider that the public impression of brands may be directly affected as well. During highly polarized periods, consumers sometimes associate companies, and their ads, content or products, with political toxicity and fake news.
Companies should rely on local experts who can guide them through the election period, ensuring visibility without risking brand reputation. Local insight allows for more accurate positioning throughout newsjacking opportunities, public messaging, event participation, and timely commentary.
Sustainability in Latam 2026
Next year, sustainability in Latin America is expected to shift from theoretical goals to serious regulatory and industrial executions.
In Brazil, 2026 marks the mandatory adoption of IFRS sustainability standards which require auditable transparency regarding climate risks for listed companies and some regulated entities. The country will also start the physical construction of Green Hydrogen projects, with over 18 billion USD of investment. Meanwhile, Chile is set to consolidate itself as a global leader in mining, with four new Lithium projects expected to be fully operational by 2026.
Consumer trends show that ethical buying decisions and conscious consumption are rising, with consumers wanting to know what they’re buying, from whom, and why. A study from Moore Global found that companies focusing on ESG over the last three years are seeing their sales grow at twice the rate of those which are not as committed, with revenues increasing almost 10% in that time. 83% of companies that invested in ESG also reported improved customer retention, and 84% stated that ESG practices boosted their ability to attract external investment.
We believe that communication can be a powerful driver of change. We help organisations create practical strategies that connect business objectives to social and environmental priorities. This process includes mapping relevant challenges, identifying engagement opportunities, and recommending partnerships with NGOs and local stakeholders, ensuring coherent and feasible plans of action.
AI, cybersecurity and tech trends for 2026
The international tech giant Dell projects that Latin America will fully embrace AI in 2026 – not as an experimental technology, but as a core element of business operations. “Agentic AI” is increasingly more than an assistant, and in sectors such as manufacturing and logistics, these agents are set to coordinate teams and improve workflows in real time, fueled by corporate data.
This will prompt organizations to develop “AI factories”, in order to maintain intelligent operations even if their systems fail. Data protection will be required, which may lead to more opportunities for collaboration between data security agents and companies already using this technology, or in the process of implementing it. In the next year, we’ll also see Generative AI copilots progressing from pilot testing, to become widely adopted tools that help users boost their workrate by planning projects, generating code, and drafting contracts among other activities.
Industry Cloud Platforms are also replacing generic cloud solutions by offering vertical solutions that combine infrastructure, data and applications. Companies like Microsoft and Google are already offering these platforms for a range of business areas. Quantum computing is set to gain in relevance in 2026, with its ability to solve complex calculations far outstripping traditional computers, while posing a threat to current encryption standards used to protect data, and forcing companies to adopt quantum-resistant encryption models.
If you want to learn more about Latin America and how the region is evolving, follow us on our social media channels for all the latest insights! And if you’re looking to increase your visibility in the region, get in touch with our specialists at contact@sherlockcomms.com