Fanatics Sportsbook launches global soccer campaign for the 2026 World Cup

Fanatics Sportsbook has launched a new global soccer campaign for the 2026 World Cup, focusing on how American fans actually experience major tournaments.

The campaign moves away from on-field gameplay and instead highlights fan behavior and betting culture. It is built around short vignettes featuring common betting archetypes, including overconfident “self-proclaimed experts,” bettors relying on casual local advice, and newcomers adjusting expectations about match length and outcomes.

The campaign features internet creators and personalities such as the Scarlotta Brothers, Lil Mo Mozzarella, OhthatsJuice, Daniel Guizio, Whatsgoodny, Gucci Goldberg, Chris Heyn, Nick Knows Ball, Demarre Johnson, and Elischa Edouard.

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A new YouGov survey of U.S. sports fans aged 21 and older indicated strong anticipation for the 2026 FIFA World Cup ahead of the tournament, which is being hosted in North America and marks the tournament’s return to the region after 30 years.

The survey found that 65% of respondents are very or somewhat excited about the event, while 38% say their engagement with soccer has increased due to the tournament being hosted locally. Viewing habits suggest a social dynamic, with 21% of fans planning to host or attend watch parties and 45% expecting to watch matches at home with friends or family.

About 62% said they will support the United States men's national soccer team. Among respondents, 27% expressed optimism about the team’s performance, while 14% reported cautious hope.

When asked about the players they are most eager to watch, global football icons led the list, with Cristiano Ronaldo topping interest at 29%, followed by Lionel Messi at 27%, and Neymar Jr. at 17%. Outside the U.S. team, fans are also showing support for England at 19%, Brazil at 17%, and France at 15%.

Fanatics Sportsbook expects U.S. Men’s National Team matches to generate five times more betting handle than other tournament fixtures, with early trends showing clear favorites across key markets.

In the Golden Boot race, Kylian Mbappé of France leads with 27% of total bets, followed by Harry Kane of England at 15%, and Lamine Yamal of Spain at 13%. In the World Cup winner market, Spain is currently the most backed team with 25% of bets, closely followed by France at 23%, while England sits at 11%.

Fanatics Sportsbook is launching several features and promotions for the tournament, including 100% profit boosts during the first 10 days of the World Cup, a new customer offer that awards $10 in FanCash per Team USA goal, jersey giveaways, a tournament content hub inside the app, daily FanCash draws, and a partnership with Binho Board.

The platform will also introduce a new betting format called “Squad Bets,” along with free “Fair Play Injury Protection” covering the first half of matches.