As the 2026 FIFA World Cup roared to a close and Spain left holding the trophy, Southern Baptist churches and missionaries around the world prayed for impact that outlasts the hardware. Southern Baptists mission boards joined churches and associations in digital and in-person outreach, as North America hosted the World Cup for the first time since 1994.
Even after the last goal was scored and the last tourist returned home, the witness continued.
Over the course of the competition, Southern Baptists rolled out 14 digital ads, distributed QR-coded bracelets, stickers and patches at fan zones, and hosted watch parties in churches and venues throughout North America and around the world.
The International Mission Board’s global digital engagement team reported a wave of gospel focused activity across five continents.
“We have so much to celebrate at moments like this — moments that have far more value than a golden trophy,” said Brant Bauman, IMB global digital engagement lead. “When we look at all the ways we can leverage a global event like the World Cup to reach people where they are, at the games or on their phones, God does some pretty incredible things!”
Bauman reported the following:
- 20 digital responders active
- 1,014 QR code scans
- 172 Bible downloads
- 13,033 gospel presentations watched to completion
- 2.3 million total ad impressions
- 5,724 individuals who engaged with an ad
- 1,296 messages sent to responders
- 28 prayer requests received
- 56 spiritual conversations sparked
- 23 gospel conversations held
- 100 requests for biblical resources
- two in-person meet-up requests
- eight professions of faith in Christ.
The outreach was more than numbers, though. It was about people like a South African fan watching a World Cup match in Atlanta who responded to a “Who Am I?” Facebook ad with a single word: “Brokenness.”
Instead of a generic reply, a trained digital responder prayed with the seeker in real time and offered the gospel message. The woman later responded that she put her faith in Christ.
Simultaneously, volunteers distributed bracelets, stickers and patches with QR codes to fans gathering in Atlanta’s game zones. A handful of those who scanned the code engaged with digital responders, receiving prayer, biblical resources, and, in one case, an invitation to a local church.
Overall, Bauman’s assessment reflects a growing belief among evangelistic leaders that massive cultural events, whether the Olympics or the World Cup, provide unprecedented access to audiences who are glued to their devices. By weaving gospel content into these moments, ministries can “get into the game” without competing for attention, instead using the event as a gateway for gospel conversations.
-IMB and NAMB staff with IBSA staff contributing to this story.