Marketing Strategy during Major Sports Events: Lessons from the World Cup

Major sports events like the World Cup offer a unique opportunity for brands to connect with their audience and boost engagement and visibility. Use the hype of these events to your advantage by learning from past successes and implementing effective marketing strategies.

FIFA World Cup is one of the biggest sports events in the world, and the 22nd run of this competition is held this year in Qatar. Browser Media states that the excitement for this year’s World Cup is much higher than the previous event in 2018. People love the anticipation, familiarity, and togetherness that the World Cup brings after the devastating global pandemic. 

We can safely say that the World Cup is exciting not only for soccer fans, general sports fans, and competing nations but for almost everyone. Front Office Sports reports that FIFA is expecting a total of 5 billion viewers from around the world for this year’s World Cup. 

Therefore, it is no secret that marketers use the World Cup as an opportunity to increase brand recognition, engagement, and even income. Sporting events such as the World Cup provide exciting marketing opportunities, according to Mailjet. It does not only apply to brands that become Official Sponsors. With the right strategy and conformity to legal rights, any brand or business in the world can ride the wave.  

This can happen because many people are watching and paying attention to major sports events such as the World Cup. Brands can use this enthusiasm by creating a fun and memorable campaign related to a sporting event. Not to mention, customers’ spending on matchdays is accelerating quite significantly. This is a chance for brands to make sure their products are involved in the customer’s purchasing decision. 

Looking at the hype of the World Cup and the many football-themed campaigns and marketing strategies around it, there is a lot for us to learn. Here are some of the most popular insights commonly used by brands to make the most of major sports events such as the World Cup. These tips can also be used for other sports events at a local or regional level. 

Know Your Audience

To develop a successful marketing strategy around a major sporting event, make sure your target audience has a strong interest in the event. Conduct market research to understand their interests and preferences, and tailor your marketing messages accordingly. Communicate with them in a language they understand and enjoy to grab their attention and engage them with your brand. 

Find Your Unique and Creative Approach

There are several limitations and regulations to comply with when it comes to the official material of major sporting events. Find creative ways to incorporate your brand into the excitement while still complying with the rules. 

Stay up-to-date on the latest trends and developments in the event, and consider adding factors like addressing your audience's emotions or using user-generated content to enhance your marketing efforts and make them more impactful.  

Leverage the Power of Social Media and Multichannel Marketing

Enhance the power of your marketing efforts by delivering consistent messages across all channels. This will help to create a cohesive and seamless experience for your audience, regardless of the platform they are using. 

DotDigital highlights that it's especially important to optimize your content for mobile, as more and more people are accessing the internet on their phones. Moreover, in today’s world, it is a great opportunity to use social media to connect and engage with your audience in real time. 

Enhancing Engagement through Shared Experiences

Creating brand recognition and getting your campaign across all platforms is a positive, but it will be less impactful if there is no engagement. Find a way to create a customer experience, especially if you want to engage a younger generation or Gen Z that currently dominates the online world. 

Search Engine Journal said that this generation is starving for immersive and community-driven experiences. Use a two-way conversation, try to incorporate curated offline experiences, and provide tangible experiences such as in-store experiences, and maybe limited edition football-themed collectibles. 

Also Read:  Customers are Craving for Brand Experience, Experiential Marketing is the Answer