Introduction
Sports have the ability to unite the world. Despite geopolitical conflict, language barriers, and differing values, sports always seem to bring a global population together. With approximately 3.5 billion fans worldwide, soccer is the world’s largest sport (Kasimov). According to journalist Ian Thomas, the 2026 FIFA World Cup will be hosted in North America from June 11th to July 19th, 2026, and will be the largest World Cup ever held. The tournament will be hosted across 16 cities in three countries, featuring 104 matches from 48 teams. This means nearly half of the world is paying attention to the sport in one way or another. Any brand venturing into soccer, whether through marketing, product, or sponsorship/partnership, has a unique opportunity to capitalize on the massive international fan base. This is an opportunity for brands in many industries and can ideally result in the growth of brand awareness and, in turn, revenue.
Ralph Lauren is a brand rooted in heritage and elegance, yet it has never shied away from the opportunity to promote unity, diversity, and innovation. The brand has been involved in several sports since its conception and is well-recognized for its involvement. While the company has been experiencing an upturn recently, there are signs of North American dependency. With an extensive history within the sports world, the 2026 FIFA World Cup presents Ralph Lauren with a unique opportunity to continue its sports collaboration into soccer and capitalize on its international nature and fan base. The project Ralph Lauren x FIFA aims to utilize the scope of the 2026 World Cup in North America to outline a sponsorship agreement, create a game site experience, and design a capsule collection to increase brand resonance and revenue in international markets while solidifying a domestic stronghold.