International sporting events have become powerful platforms that shape modern pop culture, extending far beyond the realm of competition. Major tournaments such as the FIFA World Cup engage audiences around the globe and have a profound impact on fields such as music, fashion, and film.
Looking back at history, Ricky Martin’s official theme song for the 1998 France World Cup, “The Cup of Life,” became a global hit and has long been remembered as a symbol of the tournament. Additionally, there are increasing instances where players’ uniform designs lead street fashion trends and documentaries based on the events are widely watched.
Such crossovers have become particularly significant in the modern era. This is because the shared emotions generated during the event serve as a source of inspiration for creators and ripple out to influence consumers’ lifestyles. The World Cup plays a role in transforming the excitement of sports into cultural narratives, fostering global connections. Against this backdrop, creators and fans around the world are watching closely to see what kind of mark the 2026 FIFA World Cup will leave on pop culture.
The Role of the World Cup in Music and Fashion
The World Cup is one of the biggest stages for the music industry. Official songs from various countries and collaborations with artists not only heighten the atmosphere of the matches but also propel the songs themselves to become global hits. At the 2022 Qatar tournament, “Hayya Hayya (Better Together)” featuring Trinidad Cardona, Davido, and Aisha became a symbol of the tournament and was streamed hundreds of millions of times.
For the 2026 tournament, the official anthem “DNA” (Andrea Bocelli, David Guetta, Megan Thee Stallion, EJAE) was performed at the opening ceremony and is drawing attention as a spectacular track that fuses elements of classical, EDM, hip-hop, and K-pop. Additionally, the official song “Dai Dai” (Shakira & Burna Boy), which blends Shakira’s passionate vocals with Burna Boy’s African rhythms, has already become a symbol of the tournament’s atmosphere. These songs will serve as a memorable soundtrack for fans.
Alongside these cultural phenomena, sports betting is widely recognized as an activity that allows people to enjoy sports from a different perspective. While it has a long history in Europe and the United States, in recent years, local bookmakers in countries like Japan have been actively publishing odds for soccer matches. This shift in fan psychology is generating emotional energy that ripples throughout pop culture as a whole.
The Crossover Between Film, Celebrities, and Sports
There has been a notable increase in documentaries and fictional works centered on the World Cup. Netflix series depict the behind-the-scenes action and the personal stories of players, appealing to a broad audience beyond the realm of sports. Celebrity participation in events generates even more buzz. When artists like Beyoncé and Rihanna join official campaigns, it accelerates the crossover between sports, fashion, and music.
Expanding on the example of the Japanese market discussed aboce, the convergence of pop culture and sports is accelerating across Asia as a whole. The success of the Japanese national team and its fan culture are attracting attention as subjects for films and music content, exerting a cultural influence that transcends regional boundaries.
Outlook and Cultural Significance Beyond 2026
From 2026 onward, large-scale sporting events are expected to further advance globalization and digital convergence, thereby strengthening their influence on pop culture. With the evolution of virtual reality and social media, fan-participatory content will increase, and creators will be able to build narratives in real time.
As a recommendation for creators and brands looking to leverage these events, it is crucial to pursue meaningful collaborations that go beyond mere sponsorship. By deeply understanding fan psychology and creating content that fosters emotional connections, they can generate long-term cultural value.
International sporting events will continue to be the most powerful story generators in modern pop culture. Tournaments such as the World Cup stir people’s hearts and constantly give rise to new cultural trends.
