With the 2026 World Cup approaching, brands face the challenge of converting global attention into effective purchasing decisions, finding in affiliate marketing a high-conversion path. According to the Affiliate Intelligenceby Rakuten Advertising, a leading global affiliate and performance marketing network, 51% of consumers already trust these links to purchase products, positioning the strategy as an indispensable ally for consumer experiences during the World Cup.
This trust is fueled primarily by the pursuit of financial advantages and technical credibility. According to the survey, access to exclusive discounts or coupons motivates 33% of purchases, while trust in the influencer's opinion and the presence of detailed content, such as tests and comparisons, each account for 23% of audience preference.
“The success of this approach for the next major sporting event lies mainly in humanizing the sales process and moving away from overly polished traditional advertising, which no longer appeals to buyers,” says Salomão Araújo, Commercial VP of Rakuten Advertising in Brazil.
The survey reveals that transparency is the determining factor for fan safety, with 56% of respondents stating that they trust content more when it is honest and openly presents both the pros and cons of products. In addition, the desire for realism is a strong trend, as 51% of consumers prefer to see the item being used in real-life contexts rather than in studio productions.
“By integrating affiliate marketing into the experiences of the occasion, companies can offer a much richer and more consultative buying journey. Fans looking to furnish their homes or purchase official merchandise find in content creators a quality filter that validates their investment through genuine reviews and practical demonstrations. In this scenario, brands that prioritize delivering real value and transparency about product features will have a strategic advantage in winning not only clicks, but also fan loyalty in 2026,” concludes the executive.
