As the FIFA World Cup 2026 approaches, UM Canada’s Ryan Hunter, EVP, Client Business Partner, UM Canada, emphasizes the importance of strategic flexibility in sports marketing.
“We are seeing clients deploy a more balanced approach where sports are viewed as an anchor in their planning and carved out as a commitment from their annual budget, allowing them to lock in the most efficient rates possible,” he says. “Thereafter, a strategic portion of funds is reserved to ensure flexibility and agility.”
This flexibility proves critical as tournament momentum shifts unpredictably. “Advertisers don’t want to find themselves unable to ride a resulting wave of joy or adapt for heartache when it hits,” Hunter explains. By combining locked-in commitments with reserved agility, brands can capitalize on real-time opportunities while maintaining strategic efficiency.
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