As the World Cup approaches, influence has become one of the most valuable assets in sports – and one of the hardest one to measure.
In markets like Brazil, where football engagement runs far above the global average, brands are exposed to massive audiences, emotional volatility and high financial stakes, but visibility alone is no longer enough.
What they need goes beyond awareness to a clear understanding on the emotional connection that fans have with their favourite sport stars.
Influence is not universal
One of the biggest misconceptions in sports marketing is treating influence as a single metric. In reality, different figures generate value in very different ways.
While some players deliver trust, others drive relevance or spark immediate interest. Some focus on behaviour, while others reinforce long‑term brand credibility. When these dimensions are not fully understood, brand decisions risk relying solely on intuition.
Having these multiple lenses is essential. It shows why one personality works for banking, another for consumer goods and other for high‑engagement digital services.
Each personal brand identity is shaped by how they build their career among public perceptions. This means that each one will connect more naturally with specific economic sectors – making influence a matter of alignment, not scale.
The Ancelotti Factor
Carlo Ancelotti is a clear example of how this perspective adds value.
In Brazil, his image carries strong authority. Ancelotti is the first foreign‑born coach to lead the Seleção in a World Cup, breaking a long‑standing tradition and embracing his global reputation.
In sectors where confidence is critical, such as banking, that perception matters more than popularity. His global track record converts into local trust and confidence of Brazilians.
The same logic applies across the national team ecosystem. Currently being sponsored by iFood, a Brazilian digital platform focused on online delivery, Canarinho mascot activates relevance in massive categories like non‑alcoholic beverages and delivery apps.
Neymar Jr. and. Vinícius Jr are leaders in harmonizing the higher levels of fame and interest of the country. Being the athlete with the highest awareness level, Neymar also achieves the best result in the trust attribute, proving to be a versatile personality across different product categories.
This reflects on the several campaigns instantly launched after his call-up to the World Cup by brands in various segments – such as Mercado Livre (an e-commerce and technology platform), Canção (a food company), Red Bull (an energy drink and marketing powerhouse) and Puma (sportswear and accessories).
Why this matters
The World Cup is the largest event in the world. Exposure grows, emotions intensify and investment decisions accelerate. At the same time, the margin for error shrinks.
In this context, the ability to understand which attributes actually drive value to consumers becomes a strategic advantage. By replacing assumptions with evidence, it allows brands to move with confidence in a market defined by speed and pressure.
More about Talent Track – Special Edition on Players
Ibope has evaluated the profiles of 64 football personalities – 62 players, Ancelotti and Canarinho mascot. The research was done during April 2026 with 2.000 participants, covering 128.8 million internet users aged 18 or older, evaluating different aspects of consumer engagement with sports personalities: confidence, identification, relevance, interest and behaviour.