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Every four years, CONMEBOL Copa América takes place, with national soccer teams from the Confederation of North, Central America and Caribbean Association Football coming together to compete. As the oldest still-running continental soccer competition that is watched across the globe, COPA America provides ample opportunities for brands to score with sports fans.
So this year, which brands showed up? What does it mean for soccer in the U.S.? And why should marketers care?
In this episode of Yeah, That’s Probably an Ad, community editor Luz Corona and Europe brand editor Rebecca Stewart are joined by Sara Garibaldi, president at BODEN Agency, and Lee Maicon, global chief strategy officer at The Community. Together, they discuss this year’s COPA tournament that took place in the U.S., the role of the Lionel Messi brand and the future of soccer culture driven by the growing majority that is the Hispanic audience.
Listen to the latest episode of the Yeah, That’s Probably an Ad podcast and learn more about how brands have shown up to Copa America.
Some brand campaigns are still missing the mark
This year, we have witnessed the “Messi Effect” in brands’ involvement with the Copa tournament. One such example is MasterCard’s “Giving Back” campaign, which comes across as very authentic due to Messi’s down-to-earth personality. There has also been a strategic move for Puma in sponsoring Copa, challenging the likes of Nike and Adidas.
Maicon praises brands for their efforts but points out that there has been a lack of cultural impact in campaigns. In the past, Puma had very innovative marketing and Adidas worked with indigenous communities in Mexico.
Hispanics are born into fútbol culture
Research suggests that 54% of soccer fans are under 45, and the sport has a younger and more diverse demographic compared to other major U.S. sports. U.S. Hispanic fútbol fans drive much of the fandom, with the community significantly influencing soccer culture and viewership across the U.S.
These factors are what make the “Messi Effect” effective, as he appeals to a wide range of demographics, from all age ranges and cultures. However, brands struggle to engage with soccer fans due to a range of challenges, such as the minimal ad breaks featured in televised matches. They need to find ways to integrate organically into soccer culture, like in-stadium experiences.