With the World Cup, fashion sales grow 35% and electronics advance 25% in the affiliate channel

The 2026 World Cup has already begun to drive consumption in Brazil and is expected to boost retail in the coming months. A survey by CNDL (National Confederation of Shopkeepers) and SPC Brazil, in partnership with Offerwise, indicates that around 99.2 million consumers intend to purchase products or services related to the tournament. According to the survey, 60% of Brazilians are expected to spend during the competition, mainly on non-alcoholic beverages (68%), snacks (62%), barbecue meats (60%), and beer (59%). Brazilian national team jerseys and fan-related items also appear among the most sought-after products.

This movement is already beginning to reflect in the digital environment. Exclusive data from Awin shows that categories directly linked to the event, such as sports fashion, themed fashion, and electronics, are accelerating above the retail average within the affiliate channel. Sales of fashion and sportswear grew 35% compared to last year, while screens and electronics advanced about 25% in 2026, a movement primarily driven by creators, cashback, and promotional campaigns related to the tournament.

According to Awin, affiliate marketing plays an important role in this consumption boost by connecting promotions, creators, and relevant content to the cultural moment of the World Cup. The channel enhances product discovery, increases the reach of promotional campaigns, and helps consumers find offers in a more economical and personalized way. “Consumers are more attentive to price, benefit, and opportunity. And the World Cup creates a very strong emotional environment to accelerate these purchasing decisions, especially in categories related to entertainment, fashion, and experience,” says Rodrigo Genoveze, regional director of Awin for Latin America.

Fashion gets into the World Cup spirit and sales soar

The biggest highlight appears in the fashion and sportswear sector. According to Awin, the segment is already recording a growth of 35% in sales volume compared to the previous year, driven by both sports brands and fashion retailers that have started to explore themed collections related to Brazil and the colors of the flag.

The movement draws attention because it far exceeds the natural growth expectation for the sector in 2026, estimated at around 5%. In practice, the affiliate channel has managed to accelerate this growth by up to seven times through content strategies, creators, and cashback. “The difference lies in contextualized communication. It’s not just about selling a green and yellow product, but connecting the consumer to the cultural and emotional moment of the World Cup. When creators, affiliates, and publishers manage to transform this into relevant content, the impact on conversion grows significantly,” explains Genoveze.
 

According to Awin, content creators and cashback partners have been fundamental in this movement, especially on platforms like TikTok, Instagram, and channels specialized in promotions and “finds.” The format brings the experience closer to personal recommendation and increases the perception of opportunity for the consumer.

Affiliates gain space during major events

The increase in sales during the World Cup reinforces a broader transformation in digital consumption behavior. More and more, consumers reach products through recommendations, reviews, creators, and discovery content, rather than just through traditional ads. In this scenario, affiliate marketing gains relevance by connecting brands to publishers, influencers, and content platforms that directly engage in the purchase decision journey.

In addition to reach, the model also stands out for its performance logic: brands compensate partners only when a concrete action occurs, such as a sale or conversion. “The affiliate channel manages to unite context, recommendation, and performance at the same time. In events like the World Cup, this makes a big difference because the consumer is more engaged, looking for offers and willing to interact with content related to the theme,” says Genoveze.