Lenovo\u2019s FIFA World Cup 2026 tech role puts the brand in view<\/p>\n
Lenovo ranks second, with an Advertiser Impact Score of 11.9. Its profile is especially interesting because the brand recorded a decline in Buzz, but gained 6.2 points in Ad Awareness and 5.4 points in Consideration.<\/p>\n
As FIFA\u2019s Official Technology Partner, Lenovo had a visible role in the tournament\u2019s technology infrastructure. FIFA highlighted the brand\u2019s involvement in features such as Referee View, Player Avatars and FIFA AI Pro, giving Lenovo prominent positioning around match broadcasts and tournament coverage. The brand may also have benefited from its \u201cMaximum David<\/a>\u201d campaign, featuring former England captain David Beckham.<\/p>\n adidas benefits from its place at the centre of the game<\/p>\n adidas ranks third, with an Advertiser Impact Score of 10.6. The brand recorded a 7.7-point increase in Ad Awareness and a 2.9-point increase in Buzz, while Consideration was flat.<\/p>\n The brand\u2019s FIFA World Cup 2026 role is among the clearest in the market \u2013 adidas supplied the official match ball, the Trionda, and has a wider FIFA World Cup 26 range spanning match, training and everyday footballs.<\/p>\n adidas also supported the tournament with its \u201cBackyard Legends<\/a>\u201d film, a star-heavy FIFA World Cup campaign featuring England star Jude Bellingham and an array of other celebrities and footballers ranging from Timoth\u00e9e Chalamet and Bad Bunny to Lionel Messi and Beckham.<\/p>\n Budweiser made big gains in Ad Awareness, but Consideration stayed flat<\/p>\n Budweiser comes in fourth, with an Advertiser Impact Score of 10.4. The brand recorded a 9.0-point increase in Ad Awareness and a 3.6-point increase in Buzz, but Consideration declined by 1.1 points.<\/p>\n