Matching Interests

Overview

The Fédération Internationale de Football Association (FIFA) World Cup, held every four years, is one of the world’s most anticipated and followed events. The multiweek tournament draws an enormously diverse audience, from soccer enthusiasts and sports fans to entertainment news followers and political analysts. According to FIFA’s audience engagement statistics, the 2022 World Cup reached five billion users across all platforms, indicating the competition’s clear popularity among global audiences.

At the same time, the widely publicized event can ignite controversy, becoming a magnet for boycott calls and political debate. Ahead of the 2026 World Cup, jointly hosted by the U.S., Mexico, and Canada this summer, Graphika monitored online conversations across nine major social media platforms to contextualize boycott discourse targeting the tournament, analyze engagement patterns, and identify amplification efforts.

For the purpose of this report, we defined boycott-related material as online content that explicitly encourages, supports, or expresses refusal to attend, participate in, or support the World Cup, the participating countries, and host nations. We considered relevant content in Arabic, English, French, and Spanish. We identified calls that ranged from symbolic posts by individual users to advocacy by civil society groups and public figures. Our findings indicate that individual influential social media users help disseminate boycott-related discourse to large numbers of followers. However, we did not identify evidence of a centralized boycott movement coordinating across the main narratives.

Graphika's intelligence reporting provides insights into the critical themes and narratives behind backlash campaigns and targeted boycott calls by detecting, mapping, and analyzing online communities and the narratives that drive them. Our April 2026 report, “From Consumers to Culture Wars,” examined how boycott campaigns targeting U.S. companies were developed and disseminated in online spaces. In alignment with our previous findings, this report determined that particularly influential social media accounts are key to shaping boycott calls and amplifying boycott campaigns.

This report discusses online discourse involving 2026 World Cup boycott calls from April 1, 2025, to April 30, 2026. We categorize this content into four main themes and examine their links to diplomatic and geopolitical interests between host countries and participating nations.