World Cup marketing success will depend less on media spend and more on how effectively brands use data to drive emotional engagement, according to speakers on the latest episode of the iGaming Daily podcast.
In the “Road to Rio” series, host Fernando Noodt spoke with Ricardo Peixoto, CEO of Sofascore, and Ana Maria Menezes about how operators can extract greater value from sponsorships ahead of the 2026 tournament.
Peixoto rejected the idea that data reduces emotion in marketing. Instead, he argued that analytics, when applied correctly, strengthens user connection and improves campaign effectiveness.
“Whenever you look into the data, and that’s very surprising, is that data can actually amplify emotion if you work it the right way,” Pesoto stated during the interview. “My feeling was that through data you would control emotion and make more assertive decisions and that’s not really the case… if you have the right data and you know how to play with it, it actually amplifies significantly emotion and then you achieve your goal which is connecting with the user.”
The discussion focused on how operators can move beyond logo placement and visibility metrics to create measurable engagement. Peixoto warned that major tournament campaigns often generate strong emotional reactions but fail on brand recall. In crowded event environments, audiences may remember the moment but not the sponsor behind it.
He added that creativity and cultural understanding are more important than budget size, particularly for sectors such as insurance and finance that do not have a natural link to sport.
The episode also addressed changing consumption habits. FIFA’s decision to name TikTok as a preferred partner reflects the need to reach younger audiences through short-form content. Peixoto noted that Gen Z consumers respond to reactive, data-led storytelling delivered in 15–30 second formats.
Looking ahead to SBC Summit Rio, Pesoto said operators must refine strategies well before the tournament begins, as fans increasingly engage with performance data and analysis ahead of kick-off.
