South Africa, March 26 -- The World Cup kicks off on 11 June, hosted across Canada, Mexico, and the United States.

Despite more matches than ever before, with large audiences, rising rights fees, and expanding sponsorship packages, advertisers are no longer competing within a single commercial surface but are having to engage with fans across diverse touchpoints beyond traditional broadcast rights.

"This World Cup is no longer just about live matches-brands will engage with fans across touchpoints before, during and after matches have concluded," says Alex Brownsell, head of content, Warc Media.

"Media plans will include platforms that benefit from the conversation about the World Cup without the burden of bidding for rights - from cre...