Author ORCID Identifier
Lali Odosashvili: https://orcid.org/0000-0001-9796-5412
Executive Summary
With the 2026 FIFA World Cup around the corner, host cities are competing for global attention on social media. This study analyzed 543 Instagram posts from three host cities: Philadelphia and New York/New Jersey from the USA and Monterrey, Mexico. Posts were collected between August and December 2025 during the FIFA World Cup qualifying period for North and Central America and the Caribbean. Content was classified by category and format, and engagement was measured through reactions, comments, reposts, and shares. The findings challenge a common assumption: cities that posted the most did not generate the most engagement. Commercial content such as tickets, merchandise, and official partner promotions drove the highest audience engagement despite making up only 13.5% of all posts. Format choice made no significant difference. This report translates these findings into concrete guidance for social media managers, destination marketing organizations, and event planners on how to balance community objectives with engagement outcomes in the lead-up to a mega-event.
Recommended Citation
Mickley, Taylor C.; Barr, Kelly G.; and Odosashvili, Lali
(2026)
"How Philadelphia Markets Itself as a FIFA 2026 Host City: A Social Media Strategy Analysis,"
ICHRIE Research Reports: Vol. 11:
Iss.
5, Article 3.
DOI: 10.61701/208891.219
Available at:
https://via.library.depaul.edu/ichrie_rr/vol11/iss5/3
