Food delivery app DoorDash has leveraged its US sponsorship of the 2026 FIFA World Cup to dominate brand and search share during the tournament, proving more popular than ever with online Australians, according to new data.
The data shows DoorDash is successfully harnessing its status as a major sponsor of this year’s FIFA World Cup to lead share of search in the food delivery app category.
According to Captify’s new World Cup Effect dashboard, which monitors Australian consumer behaviour across the tournament, brand share for DoorDash grew to 91 per cent during the recent Socceroos vs Paraguay game, beating out category leader Uber Eats at just 9 per cent.
During the first Socceroos match against Türkiye, DoorDash had a 75 per cent share of search in the food delivery app category, compared to 25 per cent for Uber Eats, while during the match against the USA DoorDash’s share was 85 per cent compared to 15 per cent for Uber Eats.
DoorDash will be hoping for similar results this weekend, as millions of bleary-eyed Australians prepare to tune in at 4am AEST on Saturday, July 4 to watch the Socceroos take on Egypt.
Captify Australia GM, Megan McElderry, said: “The FIFA World Cup is the biggest global media and advertising event of the year, and it has already rewritten the record books. The most recent Socceroos game against Paraguay was the most-watched match in SBS history, while cumulative reach has hit 13.9 million* – nearly half the Australian population has watched the tournament – and there’s still another three weeks of games to go.
“DoorDash’s brand and search insights are demonstrative of the power of sport to reach and engage with Australian audiences. As both a challenger brand and a World Cup sponsor, this dominance in search and brand share is exactly the kind of result that DoorDash wants. It shows that sponsorship is genuinely shifting consumer behaviour, not just adding to the noise.
“DoorDash has been the challenger brand in the Australian food delivery market, but our new search data shows the undeniable impact the World Cup coverage is having on the brand.”
