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I know I’ve harped on the uncertain economic conditions so far in 2026 quite a bit. (It could have to do with the fact that I looked at my 401K and saw it’s performing at -1.36% year to date, after years of upward growth.)

But the reason it merits being covered is because somehow, for some reason, the ad marketplace isn’t being greatly affected by the uncertainty and volatility, the likes of which the U.S. hasn’t seen since the beginning of the pandemic. Agency holding companies and independents alike are reporting that their clients have not pulled back ad spend — and I’ve been around long enough to know that at this point any time in the past they would have. 

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The club soccer season hasn’t yet ended, but advertisers already are looking beyond the Champions League and towards the FIFA World Cup.

Carmaker Hyundai, for example, is “ramping up” to the soccer tournament with experiential activations and sponsorship of grassroots soccer camps across the U.S., according to CMO Sean Gilpin. When the tournament kicks off in June, it’ll turn to the usual suspects – linear and streaming TV, social and influencer marketing – to capitalize on the moment.

There’s also room in the plan for digital out-of-home in stadiums, at the airports of the tournament’s 16 host cities, and along routes to hospitality zones and fan experiences, said Gilpin.

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