Mexico 2026: A Year in the Spotlight
By Juliana Padilla, Managing Director | Mexico
At the Expansión CEO Summit 2025 in Mexico City, one consensus was clear: 2026 will be Mexico’s year. For the third time in history, Mexico will host the FIFA World Cup, the most-watched sporting event on the planet. But this moment isn’t just about football—it’s about Mexico taking center stage in global conversations.
With 13 matches, more than 846,000 attendees expected, and ripple effects across all 32 states, the World Cup represents a once-in-a-generation opportunity for tourism, business, and brands.
A Tournament Beyond the Pitch
The legendary Estadio Azteca will make history as the only stadium to host three opening matches, while every host city will showcase its own identity to a global audience. This will be the largest World Cup in history—and, as many voices at the Summit suggested, possibly the best.
The impact won’t be limited to the host cities. Travelers will explore the country far beyond the stadiums—from the beaches of Baja to the cultural heartbeat of Oaxaca. Regions like Yucatán, embracing the idea of a “Mayan Renaissance”, are preparing to leverage this momentum for long-term growth.
And with the Ministry of Tourism celebrating 36 years, the World Cup serves as a defining moment to reinforce Mexico’s reputation as one of the world’s most welcoming hosts.
What This Means for Brands
For brands, the World Cup creates a stage unlike any other. Whether as official sponsors or as smart opportunists, the possibilities are vast:
Street-level activations that bring football fever to fans unable to attend matches in person.
Authentic storytelling, amplifying the charisma and cultural personality of each city.
Integrated campaigns that fuse creativity, data, and communications to maximize passion and interaction.
It’s no coincidence that global players like Diageo are already choosing Mexico as the hub for their activations during this shared World Cup.
The Power of Storytelling
In today’s hyperconnected world, communication is what transforms a sporting event into a cultural and economic phenomenon. For brands, institutions, and destinations, the challenge is clear: build narratives that unite, celebrate diversity, and spark emotion.
As one panelist put it: “Here, as always in football, everyone fits in the picture.”
2026 is the year Mexico will shine on the world stage. The real legacy won’t just be the goals scored—it will be the stories told, and how brands, businesses, and communities came together to make the World Cup unforgettable.
At Dialogue, a strategic communications agency specializing in Latin America, we help brands not only show up but stand out. From crafting narratives that resonate with local audiences to designing campaigns that spark global attention, we ensure our clients become part of the conversation—before, during, and long after the final whistle.