Plenty of brands spent millions on the 2026 FIFA World Cup, but which accomplished their viewership goooals? According to tech and data company Samba, over 75% of U.S. households watched at least one World Cup match, with 62% watching three or more games. The data shows audiences were engaged throughout the tournament, giving brands plenty of opportunity to capitalize on spend, which could reach $50 million or more in sponsorship deals alone at the broadcasters. Samba Media Intelligence has tracked more than 6,000 brands with ads in the World Cup in the U.S., but some were on top of their game plans more than others. The tech and data company found that only 267 reached at least 1 million unique households. With that in mind, here are the brands that won the World Cup. Google scores big Though YouTube served as the preferred platform partner for the World Cup, Google is not an official FIFA sponsor. However, the company utilized strategic partnerships, including becoming the official partner of both the U.S. Men's and Women's National Teams, to help it receive more impressions than any brand when ranked by total TV ad impressions in the United States. According to Samba, the majority of Google impressions were advertising search; however, impressions also included ads for Pixel 10 and Gemini. Notably, Google's YouTube TV also scored No. 6 overall in EDO's TV Outcomes ratings for its 30-second ad "Don't Settle for Meh," featuring Zlatan Ibrahimovic, Jason Kelce, and Kylie Kelce. Overall, Food and Beverage was the top advertiser category, according to Samba, with Michelob Ultra and Modelo appearing in the top five for both English and Spanish World Cup content. Home Depot, Universal Pictures (Despicable Me), and Verizon also performed well for Spanish-language. Here are the top 10 brands for the World Cup, ranked by total TV ad impressions in the United States: 1. Google—185,658,801 impressions 2. Michelob Ultra—166,680,402 impressions 3. Verizon—161,990,499 impressions 4. Bank of America—148,079,929 5. Modelo—144,393,128 impressions 6. The Home Depot—142,904,666 impressions 7. Volkswagen—134,035,738 impressions 8. Kalshi—127,500,891 impressions 9. Adidas—124,028,326 impressions 10. American Express—119,526,555 impressions See how other brands performed in Samba's full breakdown of the World Cup. CTV is crowded—want to learn how brand fundamentals cut through the noise? Enroll in The ADWEEK MiniMBA in Marketing and build a strategy designed to last. Sign up here.