Every week through the 2026 FIFA World Cup, Social Element’s Strategy & Intelligence team is tracking and reporting back on the conversation in and around the tournament. 

Powered by our Brand Currency Methodology™ and data collated across Talkwalker, Perplexity, and broader sports reporting, our reports will explore what fans are actually talking about across three signal types: topics brands should moderate, topics worth engaging with, and topics to keep an eye on as they develop. Tracking these signals as they enter the conversation, heat up, and sustain – providing intelligence on trajectory as well as volume.

About this edition

Our first edition covers June 8 to 14. The opening matches, the Los Angeles ceremony, and a week where the conversation off the pitch was louder than anything on it. Entry bans, ticket access, and fan frustration set the tone early, while the USA’s opening result and the ceremony’s cultural moment gave brands plenty to work with on the positive side.

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