Around 40% of Generation Z spends over four hours every day on social media, with many sports fans using social media to consume content related to their chosen sport.

Social media has become more pertinent in connecting fans, as well as idols and teams, with influencers taking on a crucial role in promoting athletes and sports. Brands need to be aware of these trends ahead of big sporting events like the Olympic Games and FIFA World Cup 2026. The group discusses Formula 1 as a model for the future of sports marketing, as brands draw on the athletes’ charisma and cultural impact, and not just their skill.

Soccer can learn from Women’s National Basketball Association marketing

Soccer players, especially big names like Messi, have been acting as the primary influencers for the sport, significantly impacting the fandom and popularity of teams like Argentina, who were historically disliked. Messi’s presence has also boosted local game attendance and ticket prices in the U.S.

Brands are starting to tap into non-sports influencers who are soccer fans to drum up conversation. The group discusses the idea that the U.S. soccer community cannot rely on international stars to build their popularity; sponsors will need to help build a long-term soccer culture in the U.S., potentially drawing on the successful promotion of female athletes in other sports like basketball as a model for soccer.

Brands should strategize accordingly for World Cup 2026

Ahead of World Cup 2026, Garibaldi recommends that brands focus on Hispanic culture due to its influence on sports and mainstream culture, as well as look to capitalize on the mass passion for soccer in the U.S., especially with the World Cup being hosted locally. To do so, brands must engage deeply with subcultures and communities through authentic activations and consider soccer’s impact on other areas, like fashion and music, for a holistic strategy.

Maicon recommends starting with rich multicultural insights at the core of any marketing strategies, and integrating sports sponsorships into broader marketing dynamics. Brands can use the World Cup to rethink marketing approaches, drawing inspiration from successful brands like Nike and Adidas. The World Cup can be used as an opportunity to enhance both the mental and physical availability of your brand.