[World Cup 2026 Culture First Lessons ](https://www.forbes.com/sites/isaacmizrahi/2026/07/23/four-lessons-from-the-2026-world-cup-that-will-reshape-how-brands-reach-american-audiences/)

4 – Most advertisers missed the Latino segment.

Unlike previous World Cups, the 2026 edition saw a significant number of tailor-made creative ideas for American viewers, a great sign of the sport's growing importance in marketers' eyes.



However, when it comes to Latino audiences, we still saw a significant number of translations or transcreations of ideas created for viewers who's relationship to soccer is different when compared to Latinos. This was a strategic miss, given the emotional storytelling advantage discussed above.

Furthermore, we also saw very little variety in executions, which led to viewers encountering the same ad repeatedly. In my own house, my sons told me: "Dad, I used to like this ad, but I've seen it so many times I'm starting to hate this brand."

That's an example of ad fatigue at its worst, and it reflects brands prioritizing reach through media investment over genuine connection.



Think About:

Is the Latino consumer segment truly part of your strategy? Is your communication strategy based on tailor-made insights and consumer idiosyncrasies?

The 2026 World Cup wasn’t just a sporting event; it was a masterclass in what happens when you give people the stories they are thirsty for.

For marketers, the lesson is clear: The future belongs to brands that abandon the translation approach and commit to genuine cultural insights. Soccer's surge in the U.S. proves that Latinos aren't a niche segment to target with leftover creative; they're a driving force that, when authentically engaged, elevates entire categories.

The question for marketers isn't whether you can afford to invest in Latino-centered campaigns—it's whether you can afford not to.

"For marketers, the lesson is clear: The future belongs to brands that abandon the translation approach and commit to genuine cultural insights. "