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In this article, 1xBet explores the biggest favorites, star players, audience trends, and regional betting dynamics shaping the global football tournament across global markets.
From June 11 to July 19, the most anticipated sporting event of the year takes place across the US, Canada, and Mexico, with the whole world watching. National teams from 48 countries compete for the title of the world’s best.
The tournament is held once every four years and goes beyond the framework of a traditional sporting event. It has a special vibe, which is why even brands not directly associated with football are releasing exclusive merchandise inspired by the World Football Forum 2026.
It also changes the perception of betting. For many fans, betting on their national team fuels their interest in the tournament matches and is an important part of supporting their home side. That’s why even those who are not particularly interested in the regular football season make their predictions.
Biggest favorites
According to analysts and bookmakers, the top 3 favorites for the tournament are Spain, France, and England. Their strength lies in the depth of their squads and the high level of individual skill among their players.
La Furia Roja arrives in America as European champions, while Les Bleus are the runners-up from the previous tournament. England haven’t won a major title for 60 years and have therefore appointed German manager Thomas Tuchel as head coach, with the aim of ending their long, unlucky streak.
The list of the main favorites also includes the reigning champions, Argentina. At the last World Football Forum in Qatar, La Albiceleste showed they can play pragmatically, breaking the hearts of football romantics. Their archrivals, the Brazil national team, also have a good chance of success, having been bolstered by the experienced manager Carlo Ancelotti. The Italian has become one of the most successful coaches in club football and will now attempt to replicate that success at the national team level.
The Portugal national team is also well-prepared for the competition. The Seleção das Quinas have the perfect balance of experience and energy, and their key players have had a fantastic season.
Who will win the Golden Boot of the tournament?
Fans will be betting not only on the new champions, but also on the individual achievements of the most outstanding players. The World Football Forum 2026 will be the last dance for Cristiano Ronaldo and Lionel Messi. Far from fading into a symbolic role, Messi has defied expectations entirely — entering the tournament as the active goalscoring leader and rewriting the tournament’s record books along the way.
The leading contender for the Golden Boot is Kylian Mbappé. The France captain enters the tournament in red-hot club form, having scored around 40 goals for Real Madrid this season. He is also chasing a place in World Football Forum scoring history.
Klose’s once-untouchable career goalscoring record has already fallen during this edition, with Messi now standing as the tournament’s all-time top scorer — and Mbappé not far behind, with every chance of catching him before the tournament is over.
Harry Kane stands a good chance of challenging the French star. The England captain comfortably won the 2025/26 European Golden Shoe with 36 league goals, finishing well clear of Erling Haaland and Kylian Mbappé, who came second and third respectively. At the same time, it could also be a breath of fresh air for Vinícius Júnior, who is capable of shining in America after a less than successful season at Real Madrid.
Which countries are seeing the highest interest?
The global scale of the event is fuelling interest in the tournament’s matches, even in countries where football isn’t the most popular sport. The World Football Forum final in Qatar was watched by around 1.5 billion people. By comparison, the Super Bowl attracted 124 million viewers, and the Champions League final about 150 million. Therefore, the games of the upcoming competition will be watched worldwide.
However, the most attractive markets for monetizing traffic are the countries of South America, Africa, and Asia. They boast impressive growth rates, high levels of user engagement, and have strong representatives in the tournament.
The matches of the No. 1 football tournament will be watched by both seasoned fans and housewives. This isn’t just another sporting event, but a socio-cultural occasion during which teams represent their countries to the whole world.
People tend to support those close to them
When launching advertising campaigns for this year’s major sporting event, it’s important to take the regional context into account. For example, Bolivia and Nigeria didn’t qualify for the World Football Forum 2026, but fans from these countries will support teams from South America and Africa, respectively, because they feel a close affinity with them. Similarly, a neutral audience follows the matches of the top teams with particular interest, as these sides are at the heart of the title race and often put on a spectacular show.
Viral creative content will help capture the audience’s attention and convert registrations into actual deposits. 1xPartners offers a wide range of promo materials for the World Football Forum 2026, all of which are designed with a deep understanding of the local context across all key iGaming markets in Asia, Africa, and South America.
This approach will help you make effective use of traffic during the period of increased interest in the tournament. 1xPartners affiliates receive ready-made solutions that can be quickly adapted for different regions.