The 2026 FIFA World Cup is the biggest advertising stage on the planet, and leading brands in the telecom, auto, and travel categories are already making their mark.
Each week, EDO ranks the ads driving the greatest TV outcomes across key categories on our World Cup Top Ads leaderboard, based on the total ad-driven consumer engagement generated by each creative during the previous week of World Cup play. Our rankings measure consumer behaviors proven to predict future sales — such as brand searches and app downloads — and they’re inclusive of in-game, pre-show, and post-show programming.
During the week of June 22-28, we saw particularly strong competition in the Wireless Telecom, Non-Luxury Auto, and Travel categories. Here’s who’s coming out on top.
Verizon owned the Wireless Telecom category this week with an assist from comedic stars Mike Myers, Rob Lowe, and Seth Green, all playing their bad-guy roles from the Austin Powers movies.
Set in Dr. Evil’s lair, the brand’s "Menace Mobile" spot sent the trio on a humorous, spy-inspired mission to highlight the reliability and speed of Verizon's network. The 60-second version of the ad claimed 21.5% of all ad-driven engagement in the Wireless Telecom category at the World Cup this past week, with a 30-second cut adding an additional 7.1%. All told, the brand netted six of the top 10 creatives in the Wireless Telecom category, also charting with Spanish-language ads and spots featuring soccer legend David Beckham.
T-Mobile made its presence felt with Zoe Saldana's "Go Grande" iPhone 17 Pro campaign, taking the No. 3 and No. 4 spots. AT&T rounded out the top six with its "Blessings" Spanish-language ad claiming 6.2% of Category engagement.
Its "Endurance is What We Do" spot claimed 16.6% of the category’s ad-driven engagement, a fitting, Spanish-language message for the sport's most grueling tournament. The creative followed a group of friends navigating challenging weather and rugged terrain on their way to a soccer match, showcasing the Toyota Land Cruiser's ability to keep the journey moving no matter the conditions. It's a simple but effective message: endurance is at the core of everything Toyota builds.
Ford and Hyundai fought closely for second, with "Ready Set Ford" at 8.5% and Hyundai's "Next Starts Now," which called out its World Cup partnership directly, at 10.5%. Volkswagen placed three spots in the top ten, including "2026 Atlas: Soccer Dad" and "Official SUV Partner of US Soccer." Jeep rounded out the list at No. 10 with a Marvel Captain America crossover.
Its "Did You Know? (FIFA Sponsor)" :30 led the Travel category with 33% of ad-driven engagement, with a :15 version adding another 11.8% at No. 3. The FIFA-sponsored creative celebrated the power of travel to bring people together through a montage of iconic moments from around the world — from local traditions and communities to the excitement of global football fans. The ad reinforced Airbnb's message that meaningful connections happen through shared experiences, concluding with the brand's tagline, "The world is meant to meet."
Waymo came in a close second at 30.3% with "Humans Are Everything." Marriott's "For Fans Everywhere" rounded out the top tier at No. 4 (11%), while Expedia, Uber, Carnival Cruise Line, Disney Cruise Line, Turo, and Hilton filled out the rest of the leaderboard.
The brands winning this week didn't get there by accident. They made strategic creative and placement decisions and the data shows it.
Check out our Sponsored Ad Outcomes™ whitepaper for a deeper look at which sponsorship formats drive the greatest engagement during live sports events, and what it takes to turn World Cup airtime into measurable business outcomes.