In June, the 2026 FIFA World Cup is set to begin in North America, with Canada, Mexico, and the US co-hosting the world’s most-watched sporting event. The buzz will attract spectators—locally and around the world—who are not experts or avid watchers of the sport during the regular season; they just join the bandwagon for entertainment and fun.

This surge of interest and attention, paired with a strong emotional appeal, will once again create valuable opportunities for brands to reach new customers, even if their target audiences aren’t full-time soccer fans. Although the higher costs of broadcast time and official slots taken by FIFA sponsors may seem to be prohibitive factors, brands should still seek to capitalize on the beautiful game’s global showpiece.

What advertising opportunities will the World Cup create?

Among the many out-of-home channels that gain momentum during major sporting events, transit advertising is one of the most effective ways to reach audiences—particularly in host cities. That’s why Toronto’s TTC is actively exploring ways to unlock incremental revenue by introducing additional advertising formats ahead of the 2026 FIFA World Cup, with a potential rollout as early as June 2026. The timing is intentional, allowing the transit system to capitalize on increased ridership and heightened advertiser demand expected during the tournament period.

One of the key proposals is the introduction of in-tunnel motion advertising in partnership with Adtrackmedia. This proposal has already received Board approval, marking a significant milestone in the process. The final step is approval from the TTC General Counsel. Once cleared, commuters can expect to see a new, highly engaging motion-based format added to the transit environment. The agreement spans 15 years, signaling a long-term commitment and ensuring that this format will become a sustained part of TTC’s advertising ecosystem. Notably, Adtrackmedia’s entry introduces a new player into a space historically dominated by Pattison, reshaping the competitive landscape.

Image Source: Translink.ca

Independent analysis suggests that TTC ridership could increase by 5–12% during the 2026 FIFA World Cup games in Toronto. While TTC has not yet released its own official projections, the inclusion of provisions for additional service in the 2026 budget indicates that higher passenger volumes are anticipated. As a result, it is reasonable to expect a meaningful increase in the number of people exposed to out-of-home advertising across TTC properties, including the newly introduced in-tunnel motion format.

For brands looking to capitalize on the momentum surrounding major sporting events, these kinds of transit innovations create new opportunities to capture audience attention in high-traffic environments.

What this means for advertisers

• Capturing attention: The dynamic video format, combined with high-impact placement inside TTC tunnels, transforms an otherwise routine commute into an engaging brand moment. With limited distractions in tunnel environments and a captive commuter audience, brands have a rare opportunity to command deeper attention and drive stronger message recall.
• Novelty effect: As a new and unexpected transit execution, this format delivers a powerful “wow” factor. Early adopters can fully leverage the buzz surrounding the launch, positioning themselves as innovative and forward-thinking while benefiting from heightened curiosity and organic word-of-mouth.
• Higher visibility: With the rollout aligned to the World Cup, advertisers can capitalize on surges in ridership and increased foot traffic driven by game attendance and related events. Beyond the tournament, continued return-to-office trends are expected to sustain and grow TTC usage, extending the long-term visibility opportunity.
• Multiple vendor buys: As TTC looks to diversify non-fare revenue streams and introduce additional media partners, Pattison’s long-standing monopoly will shift. Advertisers aiming for a dominant transit presence across Toronto will likely need to coordinate with multiple vendors, adding layers of negotiation, planning, and operational complexity—particularly for in-house teams managing buys directly.
• Cross-border visibility during the tournament: International brands can benefit from exposure to a global audience during FIFA 2026, delivering an immersive transit experience that may not exist in consumers’ home markets. This added novelty can strengthen brand memorability and keep the brand top of mind as visitors share their travel experiences across social and digital channels.

Connecting with fans across the full customer journey

With the FIFA World Cup arriving in Toronto, the impact will extend beyond transit ridership. In addition to an expected uplift on the TTC, the city is projecting a 10–15% increase in road traffic during the tournament period. This means overall consumer movement across Toronto, whether by transit, car, or on foot, is set to rise significantly.

As mobility increases across the city, media channels that intersect with consumers in real-world environments—such as out-of-home (OOH), audio, and experiential—will play an outsized role in driving brand visibility. These formats allow brands to show up in moments that are contextual, timely, and emotionally charged. By combining multiple channels and approaching messaging creatively, brands can develop integrated, omnichannel campaigns around the World Cup. This approach enables multiple touchpoints throughout the fan journey—from commuting to matches, to exploring the city, to celebrating key moments—creating stronger recall, deeper engagement, and a more lasting emotional connection.

In turn, these placements can support broader media strategies by extending the reach of social, TV, and online video campaigns, adding incremental frequency, and reinforcing key messages in high-traffic environments. Over time, this sustained exposure can help influence consumer behavior and drive measurable business outcomes.

Thinking about how to reach your audience during the 2026 FIFA World Cup and beyond? Tap into DAC’s strategic expertise and full suite of services to help your brand make the most of the moment and score with fans.