GWI solutions

Billions will be watching. Make sure they’re watching you.

The 2026 FIFA World Cup is set to be one of the most powerful cultural and commercial moments on the planet. GWI helps brands seize the moment with clarity and confidence - identifying key audiences, revealing what works, and guiding smarter, lower-risk decisions that deliver measurable results.

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We’re trusted by the best

Market segmentation

Our custom segmentation models are far from generic. Bespoke surveys capture what sets your audience apart, advanced clustering reveals distinct customer groups, and specialist data sets bring richer context for even deeper analysis. These audience segments aren’t just theory - they can be activated across media platforms and sponsorship plans, then tracked as the tournament and evolves.

Brand tracking

With GWI’s brand tracking, you can measure the full funnel - from awareness to loyalty - plus diagnostics like recall, likeability, and distinctiveness. Using our recontact methodology, we re-interview the same audience to show how perceptions shift over time. Add 50+ markets and 57K+ profiling attributes, and you’ve got tracking that’s consistent, credible, and built to prove ROI.

Ad effectiveness

With GWI’s advertising effectiveness, you can isolate the true impact of your World Cup campaigns. Our pre/post recontact approach re-interviews the same audience before and after exposure, so you can see exactly how perceptions shift. Add further measures like creative diagnostics and audience targeting validation, and you’ll know which messages landed, which missed, and what to take forward.

Concept testing

World Cup campaigns don’t get second chances. That’s why GWI concept testing puts your ideas in front of the right fans - from passionate superfans to casual viewers - to get feedback you can trust. We can test anything from rough creative routes to polished campaign copy, leaving you with evidence you can act on.

MCP integration

When you’re under pressure to move fast, insight needs to meet you where you are. With GWI’s MCP integration, your team can surface trusted audience data by just asking. Whether you’re briefing creative, refining messaging, or building activation strategies, MCP brings GWI’s human insight into the tools you’re already using, like copilots, assistants, and LLMs. It’s audience intelligence, made conversational.

Don’t wing your World Cup strategy

This isn’t the moment to rely on gut feel. With the World Cup on the horizon, now’s the time to make every fan connection count. Speak to one of our experts to see how GWI can help you uncover the right audiences, refine your strategy and measure success across every market.

Identify and segment the fans who matter most
Track brand performance from kickoff to final whistle
Measure the real impact of every ad and activation
Test, refine, and launch creative that connects with fans

We use GWI practically every day. It’s a big part of our sales support mission, driving insights and showcasing just how vast the FIFA ecosystem is, how our fans are engaged with different sectors, and how we can break that down by market.

Matthew Greenlees Sponsorship Strategy Consultant at FIFA