Apple Pay saw limited World Cup presence despite widespread use, report finds
David Joseppi
Posted On 23/07/2026 
Apple Pay played a relatively small but practical role during this year’s FIFA World Cup, with new research suggesting the service was most commonly associated with cashless payments at fan venues rather than major sponsorships or marketing campaigns.
According to a report from Electronic Payments International, citing research from media intelligence company CARMA, Apple Pay had the smallest overall media and social media presence compared to Mastercard, Visa, and PayPal during the tournament. Despite this, the service remained closely linked to digital wallet payments and cashless spending throughout the event.
The report found that betting-related stories generated the largest share of Apple Pay’s media coverage, accounting for 183 mentions. The service was also frequently referenced in articles discussing cashless payment options available to supporters inside fan zones and other World Cup venues.
On social media, Apple Pay generated around 950 mentions and 6,300 engagements, with most conversations remaining neutral in tone. CARMA found that 64.5% of online discussions surrounding Apple Pay were neutral, reflecting its role as a payment method rather than a headline sponsor or promotional partner.
The research also showed that Apple Pay had the broadest geographic spread of conversation among the payment brands analysed. Around 67.7% of mentions originated from the United States, while 13.5% came from the United Kingdom, with the remaining conversations spread across other markets.
Unlike Mastercard and Visa, which featured prominently through sponsorships and consumer campaigns, Apple Pay’s presence was largely functional. The service was most often mentioned as one of several accepted payment methods for purchases made during the tournament, highlighting the continued shift towards digital wallets and cashless transactions at major sporting events.
The findings are based on CARMA’s analysis of 898 articles covering Mastercard, Visa, PayPal, and Apple Pay throughout the World Cup, with the report concluding that trust and payment security remained among the biggest themes discussed during the tournament.
