Every week through the 2026 FIFA World Cup, Social Element’s Strategy & Intelligence team is tracking and reporting back on the conversation 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 final edition covers 13 to 19 July. Spain are world champions, defeating Argentina 1-0 at MetLife Stadium in a final that generated 35% of the week’s entire conversation in a single day. By the time the match kicked off, the story had already been written: Lamine Yamal, 19, eliminating Mbappe’s France in the semi-finals and arriving in a final the internet had framed as a generational handover before anyone had touched the ball. The closing ceremony brought its own wave, with IShowSpeed’s performance pulling in tens of millions of engagements across sports and entertainment audiences. Six editions in, and this was the biggest single-day conversation spike of the tournament.

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