Aldi won a bigger ‘share of voice’ about the World Cup on social media than any other UK retailer, according to research.
Social media ad agency Billion Dollar Boy analysed posts by over 200,000 creators with over 10,000 followers each in the UK, to identify content which named retail brands alongside keywords related to the World Cup and football between 11 June and 19 July, the first and last day of the tournament. It found Aldi won 34% of ‘share of creator voice’, compared with runner-up eBay’s 31%.
Third, fourth and fifth place went to Boots, Marks & Spencer and Tesco, in that order. Together the five brands accounted for more than 95% of the relevant retailer and World Cup-related content.
With no official retail sponsors at the 2026 World Cup, brands had more freedom to capture attention without navigating intellectual property restrictions attached to exclusive deals.
Aldi won the UK retail ‘creator World Cup’ through sponsored lifestyle posts and with the help of employee-generated content, according to the findings. The activity included sponsored food influencers attending World Cup games to post match day content and international recipe challenges. The employee-generated content featured store staff reviewing the best value match day deals and party-food alternatives.
@aldiuk na na na na hey food! #WorldCup#JudeBellingham#ChickenNuggets#AldiTikTok#AldiUK♬ original sound - harrypickess
@dylansreviews🧸 The Aldi Toy Event is officially here! 🚨 Safe to say I’m running on about 3 hours’ sleep after England booked their place in the World Cup semi-finals last night… but the Middle Aisle waits for no one! 😴🏴⚽️ Here’s everything you’ll find in this week’s Toy Event. Which one’s coming home with you? 👀👇 #Aldi#AldiUK#Specialbuys#MiddleAisle#AldiFinds♬ original sound - DYLAN THE SPECIAL BUY GUY
EBay drove engagement by tapping into football nostalgia through Panini sticker swaps and live-streamed memorabilia auctions, according to the social media agency.
“Our World Cup data proves how non-official retail partners can successfully hijack the tournament narrative,” said Billion Dollar Baby US MD Piet Southey.
“By pairing creator talent with social-first executions – from Aldi’s nation-themed recipes to eBay’s interactive live auctions – top retailers won mass engagement without paying official licensing fees.”
Boots grabbed 12% of attention by “successfully injecting beauty and personal care into the football conversation through match day styling and pitch-side cosmetic integrations”.
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M&S deployed football legend Ian Wright, one of its official brand ambassadors, with active England squad members for fashion content. The retailer took 10% of attention.
Tesco managed 9% by focusing on the “home-turf fan experience”, including food influencers creating budget-friendly watch party spreads.
@nimrxhh For sure a football sorta meal ⚽️ @Tesco @eastendfoods Chicken thighs Garlic paste Olive oil Chilli powder Turmeric Coriander powder Cumin powder Salt Lemon juice Black pepper Mayo Onion Sumac Parsley Lemon juice #shawarmalovers #worldcup #dinnerideas #chickendinner #cookwithme ♬ original sound - Nimrah🤍
Southey said: “Creators give retail brands what traditional ads can’t: immediate relevance, peer-to-peer trust, and cultural speed.
“Major cultural events aren’t won in the stadium any more; they’re won on the second screen. While traditional sponsors pay massive premiums, agile retailers can leverage creators who sit directly inside consumer feeds.”
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