This issue snapshot examines how alcohol brands used Brazil's 2026 World Cup moments to reach the next generation of consumers. We found the industry embedding itself into Brazilian football culture through longstanding brand ambassadors like Ronaldo, a direct partnership with the national team manager, a Gen Z–targeted flavored beer campaign, official Brazilian Football Confederation channels publishing brand content alongside its own, and likely alcohol brand placement across CazéTV, the youth-skewing digital broadcaster that streamed every match of the tournament.