World Cup: Is YouTube the New Playing Field for Advertisers?

As the World Cup approaches, World Cup marketing strategies are evolving rapidly. YouTube is becoming more than just a platform for entertainment. Between creators, connected TV, short-form video and evolving viewing habits, it has become a key destination for fans to follow, discuss and extend the biggest sporting events.

In this interview, we welcome Nicolas Durand, Industry Head, Fashion & Services at Google, to explore how audience behaviors are changing and what this means for brands looking to engage consumers during major cultural moments such as the World Cup.

• Why has YouTube become such an important platform for sports audiences?
• How can brands adapt their marketing strategies to new video consumption habits?
• What are the best ways to turn World Cup attention into measurable business results?

Key Takeaways

• World Cup marketing is no longer just about TV. YouTube has become a central platform for sports audiences before, during and after major events.
• Multi-screen viewing habits are reshaping World Cup marketing strategies.
• Creators and short-form content play a growing role in audience engagement.
• The most successful brands won’t necessarily be the biggest spenders, but the most agile.
• YouTube offers both strong performance potential and measurable business impact.

First, could you introduce yourself and explain your role at Google?

I’m Nicolas Durand. After spending around ten years at Philips in both financial and commercial roles, I joined Google as part of the Brands & Retail team.

Today, I work with retail and service companies to help them build effective marketing strategies, with a particular focus on the synergy between Search and YouTube.

Why does YouTube play such an important role in the world of sports today?

The strength of YouTube lies in the diversity of content and voices available on the platform. You’ll find broadcasters, clubs, national teams, athletes and, of course, creators. Sports fans no longer consume only live games or highlights.

They also consume:

• analysis and commentary
• post-match reactions
• short-form content
• tutorials
• educational videos

This variety creates an environment where sports conversations continue far beyond the final whistle. In many ways, YouTube has become a cultural hub where sports communities gather every day.

What role do creators play within this ecosystem?

Creators have become essential. They help audiences experience sporting events before, during and after the competition itself. They provide different perspectives, reach highly engaged communities and often bring a level of authenticity that resonates strongly with viewers.

For brands, creators represent an opportunity to participate in conversations that already matter to audiences rather than simply interrupting them with advertising.

Their ability to generate engagement, identify emerging trends and influence communities makes them a powerful part of the sports ecosystem.

Viewing habits are evolving rapidly. What has changed the most in recent years?

The biggest shift is that YouTube is no longer a mobile-only platform. According to ARCOM’s Audio & Video Trends 2026 in France report, 67% of users now consume YouTube on their television screens. The platform has become a natural part of the living-room experience.

At the same time, viewing habits are increasingly hybrid. People might watch a game on TV while simultaneously browsing related content on their smartphones. Rather than competing with one another, screens now complement each other.

The same study also found that 91% of users watch short-form videos under five minutes, highlighting the growing importance of quick, highly engaging content formats.

For advertisers, this means thinking beyond a single device or viewing context and embracing a true multi-screen strategy.

What does this mean for brands planning their World Cup marketing strategy?

The first step is understanding these new behaviors. YouTube is no longer simply a mobile or social platform. It is a multi-screen environment that accompanies audiences before, during and after major sporting events.

The World Cup is not just about the matches themselves. Conversations, analysis, predictions and reactions continue for weeks. Brands that build a consistent presence throughout the tournament will often create more impact than those focusing exclusively on match days.

It is also important to define clear objectives. Awareness, consideration and performance require different approaches, and successful campaigns typically sequence these goals rather than trying to achieve everything at once.

Should brands adapt their creative strategy for YouTube?

Absolutely, even if existing creative assets can still play a role.

YouTube supports a wide variety of formats, from long-form content viewed on connected TVs to short-form videos designed for quick consumption. The key is understanding how people engage with content on the platform.

At Google, we often use the ABCD framework:

• A for Attention: capture attention from the very first seconds.
• B for Branding: make the brand visible and recognizable early.
• C for Connection: create an emotional connection with the audience.
• D for Direction: encourage a clear next action.

Brands don’t necessarily need to start from scratch. Existing TV or social media assets can often be adapted for YouTube, provided they align with the platform’s viewing behaviors and creative best practices.

Generative AI is also creating new opportunities. It allows marketers to produce more creative variations, personalize messaging at scale and react more quickly to emerging trends during fast-moving events.

YouTube is often associated with awareness. Is it also a performance channel?

Definitely. According to an Ekimetrics meta-analysis covering EMEA markets between 2021 and 2024, every €1 invested in YouTube generates an average long-term ROI of €7.6.

But performance is not only about return on investment. One of YouTube’s major strengths is measurement.

Brands can evaluate campaign impact across awareness, consideration, search behavior and business outcomes. These insights help marketers continuously optimize campaigns and make more informed media investment decisions.

Does this evolution create opportunities for more advertisers?

Yes, very clearly. Compared with traditional television, YouTube often offers more accessible entry points, allowing a wider range of advertisers to participate in major cultural moments such as the World Cup.

Combined with advanced targeting, measurement and creative capabilities, the platform enables brands of different sizes to build effective campaigns while maintaining control over budgets and performance objectives.

This accessibility is one of the reasons why YouTube continues to attract new advertisers year after year.

Which brands stand to benefit the most from the World Cup?

Some categories naturally benefit from the increased consumer interest generated by major sporting events. Electronics, retail and home entertainment are obvious examples.

However, the brands most likely to succeed are often the most agile. The World Cup generates a constant flow of conversations, trends and cultural moments. What starts as a small signal can quickly become a major topic of discussion. Brands that can identify these opportunities early and adapt their messaging accordingly will have a significant advantage.

Beyond attention, there is also strong commercial intent during these periods. Many product categories experience increased demand, making relevance and timing critical success factors.

What mistakes should advertisers avoid?

The first mistake is underestimating the role YouTube now plays in media consumption.

The second is treating YouTube exactly like any other channel without adapting creative assets to its specific formats and audience expectations.

Finally, measurement should never be overlooked. The data generated by campaigns can provide valuable insights into audience behavior and help improve future marketing decisions.

Finally, how would you summarize YouTube’s role during an event like the World Cup?

YouTube has become much more than a video platform.

It is a place where fans watch, discuss, analyze and extend the sporting experience. It brings together creators, brands and audiences in a continuous conversation.

You could almost describe it as a stadium that never closes, where attention and engagement continue long before kick-off and long after the final whistle.

FAQ: World Cup Marketing