That’s not cheap, but it could be worth it. The World Cup is increasingly becoming the go-to event for brands in search of a mega audience that also skews young and diverse. According to marketing agency For Soccer, 17% of American fans have come to the sport within the past five years. Within that newcomer group, 53%  are female, nearly a third (29%) are Black, and 35% are 16-24 years old.

Another benefit for Axe is all of the fan-made content coming its way.

“Our intention is to spotlight standout submissions across our owned channels as they come in, and potentially incorporate them into any future content we develop around the campaign,” Assalini said.