This story was first published by Digiday siblings Glossy and Modern Retail.
The 2026 FIFA World Cup kicks off today and will continue until July 19, with matches held in 16 cities across the U.S., Mexico and Canada.
The event is set to surpass previous viewership records, with an estimated 6 billion global tournament viewers and 1.5 billion predicted to watch the final, according to FIFA. Around a third of Americans plan to tune in, according to a May YouGov survey.
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