Don’t miss the soccer moment lol
Just go with it.
It’s getting hot in here…so hot that the World Cup was moved from its usual summer dates to November! (Namely, November 20th…lest you be unprepared for FIFA Qatar 2022. Which we wouldn’t ever let happen. Because we have your back. Goaaaaaaaallllllllllll! )
And we’re not just here to talk about the weather: one of the biggest changes in the event now going on in a colder season means a lot fewer outside hangouts and viewing parties in beer gardens, backyards, and rooftops – making fans much more likely to tune into an indoor viewing sesh.
Hence, there’s a whole lot more data. This is exactly where our Data Insights dashboard for the FIFA World Cup comes in – so you’re not going off the data deep end solo-dolo.
Soccer marketing??
Yes, it’s a thing.
While the FIFA World Cup totally racks up the majority of its viewership outside the U.S. (more on this below) the numbers are in and soccer has continued to gain traction in its American audience – especially for the younger demo.
AdAge reported on a study from U.S. Horizon Media that slated soccer as the 2nd most watched sport for Americans aged 12-24 – and 82% of soccer fans report that they check social media during a match. The biggest takeaway from AdAge? A boom in viewership diversity. According to the study, fans are:
More evenly split on gender
40% of fans identify as people of color
27% of fans identify as Hispanic
Our recommendation: ditch the primetime ‘placed’ ads this FIFA season – Gen Z viewers are much more ‘online’, as evidenced by last year’s FIFA metrics:
The consumption of World Cup content through the #worldcup, #fifaworldcup, #qatar2022, and #worldcup2022 hashtags resulted in 27.2 billion views.
The 2022 World Cup-specific hashtags (#qatar2022 and #worldcup2022) amassed 12.7 billion views.
This means there’s an opportunity for brands and sponsors to engage with a plethora of different – and potentially new – communities with “a polycultural approach to meet growing soccer-fan audiences where they are”.
When engaging Gen Z in the World Cup, Stadium Live Studios CEO recommends advertising in ways that genuinely connect with their fans by experiencing the sporting event alongside them.
And when looking for collaborators, keep an eye out for what the mega-stars are doing as well, i.e. what brand partnerships they’re promoting, and how they’re stylistically engaging with their fan base.
“Gen Z sports fans aren’t just sports fans anymore. They see the athletes they’re following showcase their interest in other aspects of culture like art, music, and fashion, and it impacts their own tastes. Athletes are more than just athletes now; they’re celebrities and tastemakers.”
A winning strategy can mean teaming up with FIFA-focused influencers on a live social media stream, or otherwise looking to create creatively immersive, community-centric experiences for fans who aren’t able to watch together. Prioritize smart, real-time responses that actively engage with fans who are likely to contribute – and share – user-generated content.