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
None of the 10 most-named AI brands is among the 10 most visible brands in web search. Each channel has its own leaders.
-
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
107 domains appear in classic web search but are named by no AI model. Mostly comparison portals, trade media, and established industry sites.
-
Stability
8 of the 10 most-named AI brands appear in at least 66% of the model runs for their queries. The top of the ranking is largely reproducible.
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
-
Visa appears in 10% of queries across all four measured AI platforms, showing a purely AI-driven visibility profile since it does not rank in the top 10 of classic web search. The brand secures a notably high average AI answer position of 1.4. All 14 of its AI mentions are either positive or neutral, with zero negative sentiment recorded.
-
Adidas is cited in 14% of queries across all four AI platforms and maintains an average classic web search rank of 5.5, indicating solid visibility in both environments. The brand achieves an average AI answer position of 2.5 alongside a high run consistency of 89%. The data reveals a significant volume of favorable sentiment, accumulating 41 positive and 17 neutral mentions with no negative remarks.
-
Tfbank is cited in 5% of queries across all four AI assistants, displaying an AI-only visibility profile as it remains outside the top 10 in classic web search. Despite its narrower query coverage, the brand achieves a 100% run consistency and an average AI position of 2.2. Every recorded AI mention of the brand is positive, resulting in 14 positive citations and zero neutral or negative ones.
-
Lufthansa appears in 10% of queries across all four measured AI platforms and also ranks in classic web search with an average position of 9.0. The brand shows a distinct visibility gap between the two channels, achieving a much higher average position of 2.4 in AI answers compared to its traditional search ranking. Its presence is supported by a 79% run consistency and a sentiment profile of 16 positive and 3 neutral mentions.
-
LG is cited in 10% of queries across all four AI platforms, relying exclusively on AI visibility since it does not appear in the top 10 of classic web search. The brand records an average AI answer position of 2.8 but exhibits a relatively low run consistency of 42%. Its sentiment profile is heavily skewed toward positive citations, featuring 17 positive mentions alongside just one neutral remark.
| # | Brand | Prominence |
|---|---|---|
| 6 |
Tcl
tcl.com |
67.1 |
| 7 |
Nike
nike.com |
66.9 |
| 8 |
Dacia
dacia.de |
66.3 |
| 9 |
Puma
puma.com |
65.9 |
| 10 |
Hanseatic Bank
hanseaticbank.de |
65.9 |
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
stable Brands named in at least 66% of a query's model runs on average, across the queries they appear in.
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 |
|
Faz
faz.net |
4 |
|
ntv.de
n-tv.de |
3 |
|
Sport
sport.de |
5 |
|
Computerbild
computerbild.de |
4 |
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 at least 66% of model runs
|
25 |
|
Borderline
appears in 33 to 66% of model 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
|
69.6 |
| 2 |
Adidas
adidas.com Product
|
68.1 |
| 3 |
Tfbank
tfbank.no Institution
|
67.9 |
| 4 |
Lufthansa
lufthansa.com Service provider
|
67.7 |
| 5 |
Lg
lg.com Product
|
67.6 |
| 6 |
Tcl
tcl.com
|
67.1 |
| 7 |
Nike
nike.com Product
|
66.9 |
| 8 |
Dacia
dacia.de Product
|
66.3 |
| 9 |
Puma
puma.com Product
|
65.9 |
| 10 |
Hanseatic Bank
hanseaticbank.de Institution
|
65.9 |
| 11 |
Delta
delta.com Service provider
|
65.0 |
| 12 |
Aa
aa.com Service provider
|
64.8 |
| 13 |
Condor
condor.com Service provider
|
64.8 |
| 14 |
Samsung de
samsung.com Product
|
64.7 |
| 15 |
Mizuno
mizuno.com Product
|
62.9 |
| 16 |
Hyundai
hyundai.com Product
|
62.7 |
| 17 |
united communications®
united.com Service provider
|
62.6 |
| 18 |
Skoda-Auto
skoda-auto.com Product
|
62.2 |
| 19 |
Qatarairways
qatarairways.com Service provider
|
61.0 |
| 20 |
Lenovo
lenovo.com Product
|
60.8 |
| 21 |
Funny-Frisch
funny-frisch.de Product
|
59.6 |
| 22 |
Mcdonalds
mcdonalds.com Service provider
|
59.4 |
| 23 |
Bank Norwegian
banknorwegian.de
|
58.4 |
| 24 |
Lays
lays.com Product
|
57.9 |
| 25 |
Fahrzeug Wartungsbuch
amazon.de
|
57.7 |
| 26 |
Toyota
toyota.com Product
|
57.1 |
| 27 |
Pringles
pringles.com Product
|
56.8 |
| 28 |
easybank Online Bank
easybank.at
|
56.8 |
| 29 |
Beerandbrewing
beerandbrewing.com Media outlet
|
56.1 |
| 30 |
Chio
chioaachen.de Product
|
54.9 |
| 31 |
DKB
dkb.de Institution
|
54.8 |
| 32 |
Dell
dell.com Product
|
54.2 |
| 33 |
Honda
honda.com Product
|
53.8 |
| 34 |
Unisportstore
unisportstore.de
|
53.7 |
| 35 |
Subway
subway.com Service provider
|
53.5 |
| 36 |
Bitburger
bitburger.com
|
53.5 |
| 37 |
Emirates
emirates.com
|
53.0 |
| 38 |
In-N-Out
in-n-out.com Service provider
|
52.9 |
| 39 |
Subaru
subaru.com Product
|
52.8 |
| 40 |
Untappd
untappd.com
|
52.8 |
| 41 |
Newbalance
newbalance.com
|
52.2 |
| 42 |
Southwest
southwest.com
|
52.0 |
| 43 |
Gefako
gefako.de Service provider
|
51.8 |
| 44 |
Lorenz-Snacks
lorenz-snacks.de Product
|
50.8 |
| 45 |
Esquire
esquire.de Media outlet
|
50.8 |
| 46 |
Telekom
telekom.de
|
50.8 |
| 47 |
OnePlus Pad 3
oneplus.com
|
50.7 |
| 48 |
Singaporeair
singaporeair.com
|
50.6 |
| 49 |
Kia K5
kia.com Product
|
50.4 |
| 50 |
Spirit
spirit.com
|
50.2 |
| 51 |
Aircanada
aircanada.com Service provider
|
50.1 |
| 52 |
Dfb-Fanshop
dfb-fanshop.de Marketplace / directory
|
49.8 |
| 53 |
Philips
philips.iq
|
49.8 |
| 54 |
FIFA Official Store
store.fifa.com
|
49.7 |
| 55 |
Mastercard
mastercard.com Service provider
|
49.6 |
| 56 |
Chick-Fil-A
chick-fil-a.com
|
49.6 |
| 57 |
Klm
klm.com Service provider
|
49.5 |
| 58 |
American Express
americanexpress.com
|
48.4 |
| 59 |
Jetblue
jetblue.com
|
47.9 |
| 60 |
Alaskaair
alaskaair.com
|
47.7 |
| 61 |
11Teamsports
11teamsports.com Marketplace / directory
|
47.6 |
| 62 |
Lieferando
lieferando.de
|
47.6 |
| 63 |
Coors
coors.com
|
47.6 |
| 64 |
euronews
de.euronews.com
|
47.6 |
| 65 |
Bierlinie-Shop
bierlinie-shop.de
|
47.6 |
| 66 |
Coorslight
coorslight.com
|
47.6 |
| 67 |
Radler
wine-searcher.com
|
47.2 |
| 68 |
Eurowings Kreditkarte Premium
eurowings.com
|
47.0 |
| 69 |
Wittorfer-Brauerei
wittorfer-brauerei.de
|
46.9 |
| 70 |
Mi
mi.com
|
46.8 |
| 71 |
Hp
hp.com Product
|
46.6 |
| 72 |
Asus
asus.com Product
|
46.6 |
| 73 |
ZDF
zdf.de
|
46.2 |
| 74 |
Skechers
skechers.com
|
46.1 |
| 75 |
Philips 65OLED810
philips.de
|
46.1 |
| 76 |
Aeromexico
aeromexico.com
|
45.4 |
| 77 |
Hawaiianairlines
hawaiianairlines.com
|
45.4 |
| 78 |
MediaMarkt
mediamarkt.de
|
45.3 |
| 79 |
Transfermarkt
transfermarkt.de
|
45.3 |
| 80 |
Pandaexpress
pandaexpress.com
|
45.3 |
| 81 |
Burgerking
burgerking.com
|
45.3 |
| 82 |
Stellaartois
stellaartois.com
|
45.3 |
| 83 |
Barclays Visa Gold Card
how-to-germany.com
|
45.3 |
| 84 |
ARD Mediathek
ardmediathek.de
|
45.3 |
| 85 |
Wendys
wendys.com
|
45.3 |
| 86 |
Hisense
hisense.com
|
45.3 |
| 87 |
Lincoln
lincoln.com
|
45.3 |
| 88 |
Advanzia
advanzia.com
|
45.3 |
| 89 |
Autobild
autobild.de
|
45.3 |
| 90 |
Zattoo
zattoo.com
|
45.2 |
| 91 |
Heineken
heineken.com
|
44.9 |
| 92 |
Fiveguys
fiveguys.com
|
44.9 |
| 93 |
Millerlite
millerlite.com
|
44.6 |
| 94 |
Deliver24
deliver24.de
|
44.4 |
| 95 |
Enatega
enatega.com
|
44.2 |
| 96 |
Modelo
modelo.com
|
44.2 |
| 97 |
Netzwelt
netzwelt.de
|
44.2 |
| 98 |
Daskochrezept
daskochrezept.de
|
44.0 |
| 99 |
Liquor
liquor.com Media outlet
|
43.6 |
| 100 |
Oekotest
shop.kicker.de
|
43.4 |
Showing 100 of 380 brands with an AI mention. Δ = web-search prominence minus AI prominence, computed only from queries where the brand appears 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