FIFA World Cup 2026: What Telemundo Got Right That Every Brand Should Study
Authentic cultural energy does not need a translation
I will be honest. I am not a die-hard soccer fan. But this summer, Telemundo pulled me in anyway — and I think every brand needs to understand why.
I am the daughter of immigrants. I was also born in the United States. I have spent my entire career helping brands reach audiences who live exactly in that space — where culture, language, and identity overlap.
What Telemundo did this summer was not a broadcasting decision. It was a cultural one.
The numbers tell the story. Nearly half of all U.S. viewers watched the World Cup on Telemundo, in Spanish.
• 122% viewership growth since the 2022 World Cup
• 20% of Telemundo's FIFA 2026 viewers speak English as their primary language
The Mexico vs. England match became the highest-rated telecast in Spanish-language television history.
Non-Spanish speakers were not tuning in by accident. They chose it. Because authentic cultural energy does not need a translation.
This is what brands consistently get wrong about the Hispanic market. It is not a niche. It is a gateway. When you show up with genuine understanding, not just a translated version of your English campaign, you do not only reach that community. You earn credibility that travels far beyond it.
At The Imagen Group, this is what we bring to every client relationship. Not just strategy. Lived experience. Our team is bilingual, bicultural, and deeply connected to the audiences our clients need to reach. That is not a talking point. That is how we work.
The World Cup reminded a lot of people what we already know: culture connects. When brands are willing to meet people where they are, everyone shows up.
About Angelica Urquijo and The Imagen Group
Angelica Urquijo is the CEO and Founder of The Imagen Group, a Latina-owned multicultural marketing and public relations firm based in Los Angeles. She leads the agency's strategic direction and works directly with clients on every engagement. The Imagen Group team is bilingual, bicultural, and built to represent the communities they serve. www.theimagengroup.com
