The Messi Effect Is Just the Beginning: 4 Takeaways From Copa America

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.

Athletes are the OG influencers

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.