The best World Cup 2026 marketing strategies for mobile apps

The 2026 World Cup will be the biggest mobile audience moment of the decade, and the numbers already prove it. Fans no longer follow the matches from a single screen. They move between the TV and their phones, creating a behavior that brands cannot overlook.

Mobile data usage increases up to 26% during key matches, and streaming apps report millions of downloads and increases in live viewers during semi-finals and unexpected results. This is when people check scores, order food, react on social media, explore offers, and search for apps that add value in the moment.

For apps, this goes far beyond a seasonal spike. More people than ever are actively searching for entertainment, convenience, and solutions on their phones. And even if a brand is not an official sponsor, this period still opens the door to sports-related contexts, match-day moments, and fan-driven behaviors that can be used in copy, offers, and placements without mentioning the event directly. 

Mobile becomes the place where people participate, react, and stay connected to the event. It is also where emotions are strongest, because fans experience the highs and lows of every match with their phones in hand. That emotional connection makes users more open to discovering new apps and forming habits that can last long after the tournament ends.

Why mobile is the real stadium in 2026

The World Cup will be experienced on mobile more than ever before. Fans are not just watching. They are comparing, buying, chatting, reacting, and making decisions in real time from their phones. This is why mobile will become the real stadium of 2026.

During past World Cups, streaming app installs increased by 70 percent on match days in regions like EMEA, and sports news apps grew by 46 to 72 percent in the first week. Food delivery apps also saw a 15% increase during matches, showing how game time changes user behavior across categories.

This activity also impacts business results. Brands that advertise around sports moments see up to 3× higher purchase intent, supported by second-screen habits where fans check updates, shop, compare offers, order food, and explore apps while watching.

The same pattern appears in gaming and entertainment. The 2022 World Cup pushed FIFA Soccer to 78 million daily active users, and users who stayed active for more than 15 days a month generated higher in-app purchase rates after key updates. 

These trends say it all.

• More people download apps

• More people stay active for longer

• More purchases happen in-app

• More decisions are made during the matches

Why brands need to start now

The World Cup is much more than a campaign. It is a moment that creates strong emotions, and that makes it easier for brands to build loyalty and everything that comes with the idea of a fan base. This emotional connection does not happen in a week. It starts months before, when people are already thinking about the event and getting ready for it.

And depending on what your app or product offers, it makes sense to reach users early. If you sell TVs, sofas, appliances, electronics, or anything people use to prepare for match days, users are already making decisions now. They want their setup, their comfort, and their habits ready before the tournament begins. The same applies to apps: people start exploring new options long before the first game.

The lead-up to 2026 is full of attention spikes such as qualifiers, predictions, friendly matches, and constant football news. Each moment becomes a chance to connect with users before CPMs rise and before every brand becomes active.

Early planning matters because:

• The hype grows for months, not days

• Early visibility helps users remember your brand when the matches begin

• Loyalty takes time, and you cannot build a fan base during a single match

• Waiting until the last minute means competing at the most expensive moment

• Users who discover you earlier are easier to keep once the tournament ends

A single channel cannot build this connection. You need a combination that brings people in, keeps them engaged, and supports long-term habits.

At Rocket Lab, we prepare apps before the event, help them stay relevant during every match, and keep users active once the tournament is over.

The 3-phase framework

This approach transforms short-term excitement into lasting growth.

The power of a multi-solution strategy

No single channel can win the World Cup for your app. Just like no team can win a match with only one player, relying on a single source means missing most of the real opportunity.

A multi-solution strategy gives you presence before the tournament, relevance during every match, and consistency after it ends.

At Rocket Lab, we can combine up to five solutions that work together:

Eyes On | CTV

Reach people during the watch party and connect the big screen with mobile.

First-impact Ads (OEM)

Build your fan base early on Android devices, before competition rises.

Apple Ads

Capture high-intent users on iOS at the right moment, when they search more and compare more.

Programmatic Ads (UA + RTG)

Stay present across the full journey. Reach new users and re-engage existing ones outside Google and Meta.

This combination helps users discover you early, interact with you during the tournament, and continue using your app once it ends.

Reach Beyond

Expand your reach into new environments where demand is high and traditional channels saturate fast. During the World Cup, this helps you find incremental audiences you would not reach through Google, Meta, or standard programmatic alone. It is especially useful in high-emotion moments when inventory becomes limited and competition gets tight.

Together, these solutions help people discover you early, interact with you during the tournament, and continue using your app long after the final.

What this means for key app categories

Different apps experience different peaks during the World Cup. Here are the most important insights:

💰 Fintech

• Fast mobile payments increase during matches

• Event-led rewards help convert users into long-term customers

• Early visibility builds trust before people interact with financial products

🍟 Delivery apps

• Match time becomes the new rush hour

• Timely offers increase order frequency

• Loyalty programs help sustain usage after the event

🛍️ E-commerce

• Fan gear and electronics increase during the tournament

• Real-time offers tied to match results increase conversion

• Exclusive drops keep users engaged after the final

🎰 Betting apps

• Fans place bets while watching

• Apps must perform well during peak moments

• Retention strategies matter once the tournament ends

  
  

📺Streaming

• The World Cup final became the most-streamed live event in history

• Interactive features such as live chats, polls, and multi-cam views keep users watching for longer and turn passive viewers into active participants

Apps that prepare for the full journey will grow the most once the World Cup is over.

The World Cup is not just another campaign. It is a high-emotion, high-intent moment where millions of people use their phones to search, compare, order, watch, and react in real time. Brands that start early and build a consistent presence across channels will be the ones turning match-day peaks into long-term engagement.

As an App Growth Hub, Rocket Lab helps apps prepare for this journey with strategies built for every stage of the tournament. If you want to make the most of 2026 and build a fan base that stays with you after the final, get in touch with our team and let’s create your plan together.