Industry report · Data as of 11. June 2026
WM 2026 Sponsoren-Check
The official World Cup beer is never mentioned in a single AI answer: the match-night recommendations go to DFB partner Bitburger, Krombacher and Erdinger.
At the start of the 2026 FIFA World Cup, the sponsor check shows a split picture: in five of the ten categories examined, the official sponsor also leads the AI recommendations (Adidas, Lenovo, Hyundai/Kia, Visa, McDonald's).
The gaps are just as striking: the official World Cup beer Michelob Ultra and Budweiser do not appear in a single answer, and the rest of the AB InBev portfolio remains a footnote with isolated mentions (Stella Artois, Leffe, Löwenbräu); for match night, the models instead recommend Krombacher, Erdinger, Augustiner and Bitburger, the latter even with its World Cup special edition. In German AI answers, the beer category thus goes to the DFB partner rather than the FIFA sponsor: Bitburger has been an official partner of the German national teams since 2025.
Coca-Cola is never named: the models recommend generic "cola", and from the company portfolio only Fanta and Sprite appear once each.
TV sponsor Hisense remains practically invisible next to Samsung, LG and TCL, and Qatar Airways trails Lufthansa, Delta and United. Even on the World Cup jersey question, Adidas leads Nike only narrowly (10 vs. 9 mentions): World Cup context alone barely shifts AI recommendations toward the sponsors.
21 Queries Sample: 273 AI models: ChatGPT, Claude, Gemini, Perplexity
What stands out in this industry
Achtung.app derives every observation directly from the collected numbers. It describes visibility in AI answers, not product quality.
-
Channel consensus
0 of 10 top brands appear in both channels. The others are named only by AI or only in classic web search.
-
Leader in both channels
Adidas is the most-cited brand in AI answers and is also prominent in classic web search.
-
Largest channel asymmetry
Adidas is named 58× in AI answers and appears 2× in classic web search. AI models weight the brand more heavily than Google does.
-
Web search only
110 domains appear in classic web search but are named by no AI model. Mostly comparison portals, trade media, and established industry sites.
-
Stability
7 % of AI mentions are stable. The others may be missing on the next query; reproducible visibility cannot be taken for granted.
The 10 most visible brands in AI answers
Ranked by AI prominence, a consolidated 0–100 visibility score: how often a brand is named, across how many AI models, at what position, and in what sentiment. Two further factors (recommendation strength, momentum) cannot be measured here and remain hidden. How the score is calculated
| # | Brand | Prominence |
|---|---|---|
| 1 |
Visa
visa.com |
55.8 |
| 2 |
Adidas
adidas.com |
55.0 |
| 3 |
Nike
nike.com |
54.6 |
| 4 |
Lufthansa
lufthansa.com |
53.5 |
| 5 |
Aa
aa.com |
53.5 |
| 6 |
Delta
delta.com |
52.8 |
| 7 |
Lg
lg.com |
52.6 |
| 8 |
Tfbank
tfbank.no |
52.6 |
| 9 |
Puma
puma.com |
52.5 |
| 10 |
Tcl
tcl.com |
51.7 |
Your brand not in the top 10? The free scan shows whether ChatGPT and Gemini recommend it.
Start free scanSame brands, different visibility
Brands present in both channels, normalized to the per-channel peak and sorted by asymmetry. A long AI bar next to a short web-search bar means the brand is named disproportionately often by AI models even though it barely appears in organic web-search results. The reverse holds too.
Normalized per channel to the peak · sorted by |Δ|
Normalized per channel to the peak · sorted by |Δ|
Normalized per channel to the peak · sorted by |Δ|
Normalized per channel to the peak · sorted by |Δ|
Normalized per channel to the peak · sorted by |Δ|
AI top 10 vs. web-search top 10
On the left, the brands named most often in AI answers; on the right, the brands most visible in classic web-search results. Pink lines connect brands that appear in both top-10 lists.
10 AI only 0 in both 10 web search only
-
1
DIE WELT⌀ Rank 4,4 · 5 Treffer
-
2
Bild⌀ Rank 6,3 · 6 Treffer
-
3
Kokos-Eistee⌀ Rank 4,5 · 4 Treffer
-
4
Faz⌀ Rank 5,0 · 4 Treffer
-
5
ntv.de⌀ Rank 3,3 · 3 Treffer
stable Brands that appear in at least two of three model runs per query.
Where web search and AI diverge
Brands only one of the two channels knows. For one side that is a gap in AI visibility, for the other a gap in classic web search.
Visible in web search, absent from AI answers
| Brand | Web hits |
|---|---|
|
DIE WELT
welt.de |
5 |
|
Snacks für die Fußballparty
essen-und-trinken.de |
4 |
|
Faz
faz.net |
4 |
|
ntv.de
n-tv.de |
3 |
|
Sport
sport.de |
5 |
Visible in AI answers, absent from web search
| Brand | AI mentions |
|---|---|
|
Lenovo
lenovo.com |
33 |
|
Samsung de
samsung.com |
33 |
|
Puma
puma.com |
28 |
|
Dell
dell.com |
23 |
|
Hp
hp.com |
23 |
One-off hits are excluded: a brand appears here from two mentions in the respective channel onwards. GEO gap in the glossary
How stable are the AI mentions?
AI models do not answer deterministically. Achtung.app runs every query multiple times per model and measures how reliably a brand is named.
| Classification | Brands |
|---|---|
|
Stable
appears reliably in ≥ 2 of 3 runs
|
25 |
|
Borderline
appears in 1 of 3 runs; plan for it with care
|
61 |
|
Drift
appears only sporadically; may be missing on the next run
|
294 |
Based on 380 brands with a recorded run consistency. Run consistency in the glossary
The queries Achtung.app tracked
21 brand-free queries, each put to every AI model and to classic web search.
The queries ask for: 12× products 5× enterprises 3× service providers 1× marketplace / directory
| Query | AI top |
|---|---|
| Welches Trikot sollte ich mir zur WM 2026 kaufen? | Adidas 10× |
| Welche Marke macht die besten Fußballschuhe? | Nike 12× |
| Welches Bier sollte ich für den WM-Abend kaufen? | Wittorfer Fan Edition 3× |
| Welche Fast-Food-Kette ist die beste? | McDonald's 9× |
| Welches Bier ist das beste für eine Party? | Heineken 3× |
| Von welcher Sportmarke sollte ich Fanbekleidung zur WM 2026 kaufen? | Nike 11× |
| Wo bestelle ich Essen für den Fußballabend mit Freunden? | Lieferando.de 6× |
| Welche Getränke sollte ich für eine Feier kaufen? | Cola 11× |
| Welche Automarke hat das beste Preis-Leistungs-Verhältnis? | Dacia 12× |
| Welche Getränke gehören auf eine WM-Party? | Wodka 5× |
| Welches Auto eignet sich für einen Roadtrip zur WM 2026 durch die USA? | Subaru Outback 6× |
| Welche Airline ist die beste für Flüge in die USA? | Lufthansa 12× |
| Mit welcher Airline fliege ich am besten zur WM 2026? | Air Canada 8× |
| Wie bezahle ich als Fan bei der WM 2026 in den USA am besten? | Visa 11× |
| Welche Kreditkarte ist die beste für Reisen? | TF Bank Mastercard Gold 8× |
| Welcher Laptop-Hersteller ist empfehlenswert? | Dell 12× |
| Mit welchem Tablet kann ich unterwegs die WM schauen? | Zattoo 6× |
| Welche Chips-Marke ist die beste? | Pringles 11× |
| Welcher Fernseher hat das beste Preis-Leistungs-Verhältnis? | TCL 65C7K 5× |
| Welcher Fernseher ist der beste, um die WM 2026 zu schauen? | Samsung S95F 7× |
| Welche Snacks gehören zum WM-Abend? | DasKochrezept.de 2× |
Consensus = how many of the AI top-3 brands also appear in the classic web search top 3.
Brands compared
Every brand with at least one AI mention, ranked by AI prominence. The order measures visibility, not quality.
| # | Brand | Prominence |
|---|---|---|
| 1 |
Visa
visa.com Institution
|
55.8 |
| 2 |
Adidas
adidas.com Product
|
55.0 |
| 3 |
Nike
nike.com Product
|
54.6 |
| 4 |
Lufthansa
lufthansa.com Service provider
|
53.5 |
| 5 |
Aa
aa.com Service provider
|
53.5 |
| 6 |
Delta
delta.com Service provider
|
52.8 |
| 7 |
Lg
lg.com Product
|
52.6 |
| 8 |
Tfbank
tfbank.no Institution
|
52.6 |
| 9 |
Puma
puma.com Product
|
52.5 |
| 10 |
Tcl
tcl.com
|
51.7 |
| 11 |
united communications®
united.com Service provider
|
51.7 |
| 12 |
Dacia
dacia.de Product
|
50.9 |
| 13 |
Hanseatic Bank
hanseaticbank.de Institution
|
50.5 |
| 14 |
Samsung de
samsung.com Product
|
50.0 |
| 15 |
Condor
condor.com Service provider
|
49.4 |
| 16 |
Mcdonalds
mcdonalds.com Service provider
|
49.2 |
| 17 |
Beerandbrewing
beerandbrewing.com Media outlet
|
48.4 |
| 18 |
Qatarairways
qatarairways.com Service provider
|
47.9 |
| 19 |
Mizuno
mizuno.com Product
|
47.5 |
| 20 |
Hyundai
hyundai.com Product
|
47.3 |
| 21 |
Skoda-Auto
skoda-auto.com Product
|
46.8 |
| 22 |
Funny-Frisch
funny-frisch.de Product
|
45.9 |
| 23 |
Lenovo
lenovo.com Product
|
45.5 |
| 24 |
Pringles
pringles.com Product
|
44.9 |
| 25 |
Lays
lays.com Product
|
44.2 |
| 26 |
Gefako
gefako.de Service provider
|
44.1 |
| 27 |
Esquire
esquire.de Media outlet
|
43.2 |
| 28 |
Bank Norwegian
banknorwegian.de
|
43.0 |
| 29 |
Fahrzeug Wartungsbuch
amazon.de
|
42.3 |
| 30 |
Chio
chioaachen.de Product
|
42.1 |
| 31 |
Toyota
toyota.com Product
|
41.7 |
| 32 |
easybank Online Bank
easybank.at
|
41.5 |
| 33 |
Aircanada
aircanada.com Service provider
|
41.4 |
| 34 |
Subway
subway.com Service provider
|
41.4 |
| 35 |
Untappd
untappd.com
|
40.5 |
| 36 |
Telekom
telekom.de
|
40.2 |
| 37 |
Dell
dell.com Product
|
39.9 |
| 38 |
Lieferando
lieferando.de
|
39.9 |
| 39 |
Unisportstore
unisportstore.de
|
39.8 |
| 40 |
Radler
wine-searcher.com
|
39.5 |
| 41 |
DKB
dkb.de Institution
|
39.4 |
| 42 |
Southwest
southwest.com
|
39.2 |
| 43 |
Honda
honda.com Product
|
38.5 |
| 44 |
Newbalance
newbalance.com
|
38.4 |
| 45 |
Bitburger
bitburger.com
|
38.1 |
| 46 |
Klm
klm.com Service provider
|
38.0 |
| 47 |
Aeromexico
aeromexico.com
|
37.7 |
| 48 |
Emirates
emirates.com
|
37.6 |
| 49 |
In-N-Out
in-n-out.com Service provider
|
37.5 |
| 50 |
Subaru
subaru.com Product
|
37.4 |
| 51 |
Lorenz-Snacks
lorenz-snacks.de Product
|
37.2 |
| 52 |
Mastercard
mastercard.com Service provider
|
36.8 |
| 53 |
Singaporeair
singaporeair.com
|
36.8 |
| 54 |
Deliver24
deliver24.de
|
36.7 |
| 55 |
Enatega
enatega.com
|
36.5 |
| 56 |
Daskochrezept
daskochrezept.de
|
36.3 |
| 57 |
Liquor
liquor.com Media outlet
|
35.9 |
| 58 |
Dfb-Fanshop
dfb-fanshop.de Marketplace / directory
|
35.6 |
| 59 |
Store
store.fifa.com
|
35.6 |
| 60 |
OnePlus Pad 3
oneplus.com
|
35.3 |
| 61 |
Kia K5
kia.com Product
|
35.0 |
| 62 |
Spirit
spirit.com
|
34.9 |
| 63 |
ZDF
zdf.de
|
34.6 |
| 64 |
Philips
philips.iq
|
34.4 |
| 65 |
Chick-Fil-A
chick-fil-a.com
|
34.2 |
| 66 |
Press
press.wolt.com
|
33.9 |
| 67 |
Zattoo
zattoo.com
|
33.7 |
| 68 |
American Express
americanexpress.com
|
33.0 |
| 69 |
Jetblue
jetblue.com
|
32.6 |
| 70 |
Alaskaair
alaskaair.com
|
32.3 |
| 71 |
Ginspiration
ginspiration.de
|
32.3 |
| 72 |
Hp
hp.com Product
|
32.2 |
| 73 |
Asus
asus.com Product
|
32.2 |
| 74 |
11Teamsports
11teamsports.com Marketplace / directory
|
32.2 |
| 75 |
Just-Eat
just-eat.ch
|
32.2 |
| 76 |
Coors
coors.com
|
32.2 |
| 77 |
De
de.euronews.com
|
32.2 |
| 78 |
Bierlinie-Shop
bierlinie-shop.de
|
32.2 |
| 79 |
Foodtalks
foodtalks.cn
|
32.2 |
| 80 |
Coorslight
coorslight.com
|
32.2 |
| 81 |
Fuhr
fuhr.info
|
32.2 |
| 82 |
Wajos
wajos.de
|
32.2 |
| 83 |
Kelme
kelme.com
|
31.9 |
| 84 |
Shop
shop.kicker.de
|
31.9 |
| 85 |
Eurowings Kreditkarte Premium
eurowings.com
|
31.6 |
| 86 |
Wittorfer-Brauerei
wittorfer-brauerei.de
|
31.6 |
| 87 |
Mi
mi.com
|
31.4 |
| 88 |
Britishairways
britishairways.com
|
31.0 |
| 89 |
Decathlon
decathlon.de
|
31.0 |
| 90 |
IONOS
ionos.de
|
31.0 |
| 91 |
Vodkahaus
vodkahaus.de Marketplace / directory
|
30.8 |
| 92 |
Skechers
skechers.com
|
30.7 |
| 93 |
Philips 65OLED810
philips.de
|
30.7 |
| 94 |
Schweppes
schweppes.de
|
30.7 |
| 95 |
Hawaiianairlines
hawaiianairlines.com
|
30.0 |
| 96 |
Transfermarkt
transfermarkt.de
|
29.9 |
| 97 |
Pandaexpress
pandaexpress.com
|
29.9 |
| 98 |
Mixuemenus
mixuemenus.com
|
29.9 |
| 99 |
Burgerking
burgerking.com
|
29.9 |
| 100 |
Stellaartois
stellaartois.com
|
29.9 |
Showing 100 of 380 brands with an AI mention. The complete dataset is available as PDF, CSV or JSON. Δ = web-search prominence minus AI prominence, only for brands present in both channels. The category (service provider, product, marketplace, media outlet) is classified only for the most-mentioned brands; it stays empty for the rest.
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Download PDFMethodology
Achtung.app sends typical German-language queries for each industry to classic web search and to the active AI models. Queries are brand-free, so results show which brands surface organically. Both channels receive identical prompts so answers can be compared directly. Every brand named in the responses is extracted and consolidated on its canonical domain. The classic-web-search source is Brave Search, a Google-independent organic index.
Sponsor check for the 2026 FIFA World Cup: we examined ten product categories with an official World Cup sponsor, from sportswear (Adidas) to TVs (Hisense). Each category was tested with one neutral purchase question and one World-Cup-framed variant, 21 queries in total. This makes it possible to measure whether World Cup context shifts AI recommendations toward the sponsors. The queries deliberately contain no brand names and no questions about the sponsors themselves, so sponsor lists cannot distort the measurement. Each query runs 3 times per AI model, each with live web search per request; classic web search serves as the comparison via a single top-10 fetch. Models queried: ChatGPT, Claude, Gemini, Perplexity. Collected on 11 June 2026, at the start of the tournament. Sponsor attribution follows the official FIFA tiers (FIFA Partners and 2026 World Cup Sponsors); the beer category is attributed to AB InBev, the company behind the official World Cup beer Michelob Ultra. We count brand mentions by name. For corporate sponsors (AB InBev, The Coca-Cola Company, Frito-Lay/PepsiCo), the category verdict refers to the activated sponsor brand; portfolio brands such as Stella Artois, Löwenbräu, Fanta or Doritos are reported separately in the analysis. Sponsors without a meaningful consumer purchase question in the DACH market are not covered (Aramco, Bank of America, Verizon, Mengniu, Unilever). Platforms and infrastructure (e.g. Google Analytics, Instagram, YouTube) are excluded from the brand list because they are marketing channels, not competitors. The report measures presence in AI answers, not the advertising impact of the sponsorship.
How Achtung.app collects, evaluates and what the method cannot do is set out in full in the methodology. Terms such as AI prominence, run consistency and GEO gap are explained in the glossary.
Frequently asked questions about this report
AI prominence is a 0–100 score built from four measured factors: in how many queries the brand is named (coverage), how many of the evaluated AI platforms cite it (breadth), where it appears in the answers (position), and how the mentions read (sentiment). Only measured values go in — no estimates.
This report is based on answers from ChatGPT, Claude, Gemini, Perplexity. Each query was asked multiple times per platform; the details are in the methodology note above.
The numbers come from the collection run of 11. June 2026. Custom reports are a one-time collection.
No. The ranking measures how visible a brand is in AI answers, not the quality of its products or services. A high AI prominence means AI assistants name the brand frequently and prominently when users ask questions in this field.
The report only lists brands that appeared in the AI answers or in the classic web search top 10 for the tested queries. If a brand is missing, it was not named for this query set; that says nothing about other topic areas. Pure platform and infrastructure domains are deliberately excluded.
Yes. The published figures and rankings are licensed under CC BY 4.0: you may share and reuse them as long as you credit Achtung.app as the source and link to this page.
More industry reports
Who shows up in which industry in AI answers — Achtung.app measures it.
How to cite
If you use numbers from this report, please cite it like this:
Achtung.app (2026): WM 2026 Sponsoren-Check. Industry report, data as of June 2026. https://achtung.app/branche/wm-2026-sponsoren-check. License: CC BY 4.0.
Data in this report is published under CC BY 4.0 · Attribution: Achtung.app