Over the past few weeks, the 2026 FIFA World Cup has become so much more than a series of soccer matches for Gen Z. Though the way Gen Z watches live sports is incredibly fragmented, the World Cup is capturing the attention of millions simultaneously. Between packed watch parties and viral social media moments, the tournament is already one of the year’s defining cultural events—just like YPulse said it would be! And with the tournament entering its highly anticipated final stages, brands still have plenty of opportunity to join the conversation. There are 10 days left of matches, fan celebrations,...