Table of Contents
- Introduction
- The Current Landscape of Soccer Sponsorship in the U.S.
- Strategies for Sustained Engagement
- The Rise of Women’s Soccer as a Key Driver
- Leveraging League and Club Partnerships
- Conclusion
- FAQ Section
Introduction
Imagine a sport so thrilling and dynamic that it captivates millions across the globe, yet in the United States, its advertising potential remains largely seasonal. Soccer is that sport. Although highly popular worldwide, its sponsorship in the U.S. tends to peak around major events like the World Cup, leaving a vast ocean of untapped potential throughout the year.
With the Men's World Cup set to be held in the United States in 2026, soccer publishers are poised to change this narrative. They are rallying U.S. advertisers to embrace an evergreen approach to soccer sponsorship, similar to how brands in the U.K. market year-round. This push aims to build continuous brand affinity and not just spike interest during marquee tournaments. In this blog post, we will explore how this transformation is unfolding and why advertisers should take notice.
By the end of this article, you'll understand the evolving dynamics of soccer sponsorship in the U.S., the growing influence of women’s soccer, and how evergreen advertising could revolutionize brand engagement with passionate soccer fans.
The Current Landscape of Soccer Sponsorship in the U.S.
Historical Trends and Immediate Gains
Historically, U.S. advertisers have gravitated towards soccer sponsorship during pinnacle moments like the Men's and Women's World Cups. These events present enormous visibility and engagement opportunities, creating a surge in ad spending. However, between these peaks, soccer often slides into the shadows, making it challenging for publishers to maintain advertiser interest consistently.
Evergreen Advertising: A Game Changer?
According to Lauren Funke, VP of Advertising at The Athletic, the prevailing objective now is to create an always-on brand presence. This approach aims to mirror strategies employed by brands in the U.K., where soccer maintains a continuous appeal. By fostering a regular engagement cycle, U.S. brands can develop a deeper, long-lasting rapport with soccer fans, ultimately translating into sustained brand loyalty.
Upcoming Major Events and Their Implications
With the Men's World Cup scheduled for 2026 in the United States, there is a golden opportunity to pivot towards continuous engagement. Publishers like The Athletic, FootballCo, Just Women's Sports, and the Men in Blazers Media Network are particularly keen to capitalize on the growing anticipation to build this ever-present brand relationship ahead of the tournament.
Strategies for Sustained Engagement
Bundling Content and Advertisements
One innovative approach to drawing long-term advertiser interest is the bundling of diverse soccer programming under umbrella campaigns. Jimmy Spano, EVP at Dentsu Sports Media, highlights that some media companies are pitching concepts like the "summer of soccer" in 2024, which features back-to-back tournaments like the Copa America and the European Championship. Such strategies provide brands with continuous exposure and the ability to build long-term engagement rather than just peak moments of visibility.
Targeting Varied Ad Categories
FootballCo's North America CEO, Jason Wagenheim, notes an increasing interest from sectors like financial services, insurance, and technology. However, there's a recognized need to diversify further into auto, CPG, fashion, and beauty to broaden the advertiser base. These industries offer unique potential to tap into the soccer fan demographic, encouraging a wider range of engagement strategies and enhancing brand penetration.
Emphasizing Women’s Soccer
Given the burgeoning interest in women's sports, leveraging women’s soccer presents a valuable entry point for new advertisers. The U.S. Women's National Team has historically been a dominant force, drawing considerable attention and building a robust fan base. This enthusiasm is enticing advertisers who are keen to align with a growing segment and capitalize on the increasing popularity and engagement metrics of women's soccer.
The Rise of Women’s Soccer as a Key Driver
A Head Start in Popularity
The success of the U.S. Women’s National Team over the years has provided a significant head start in cultivating a dedicated fan base. This popularity translates into growing advertiser interest, and companies are increasingly willing to invest in women’s soccer as a gateway to larger soccer sponsorship opportunities.
Equality in Advertising Opportunities
According to Haley Rosen of Just Women's Sports, women's soccer is on more equal footing with men’s soccer in the U.S. This parity affords advertisers fewer competition barriers, allowing them to focus intently on leveraging the unique opportunities presented by women's soccer, particularly in an evolving digital landscape where compelling storytelling and diverse representation are increasingly valued.
Educational Advertising Strategies
Education plays a pivotal role in attracting advertisers to women's soccer. Brands need to understand the distinct scheduling and event timelines of women’s soccer leagues like the National Women’s Soccer League (NWSL) and how these can harmonize with their campaign schedules. This comprehension allows for more synchronized and impactful advertising efforts.
Leveraging League and Club Partnerships
Building Long-Term Relationships
Soccer publishers are seeing significant growth opportunities by partnering with soccer leagues and clubs that are eager to build their U.S. fan bases. FootballCo’s media partnership with the NWSL exemplifies how these collaborations can open doors to major league sponsors and extend brand reach.
Transcending Team Allegiances
U.S. soccer fans are often found supporting multiple teams, unlike their international counterparts who might stick with one. Brands that work with media partners like Men in Blazers can transcend club loyalties and appeal to a broader fan base, thereby maximizing exposure.
Alternative Sponsorship Opportunities
For many brands, becoming a FIFA World Cup sponsor might be financially prohibitive. Nonetheless, the alternative of an ongoing investment leading up to the World Cup and surrounding coverage offers substantial returns. This strategy allows brands to create authentic connections with soccer fans over time, without the overwhelming expense of a single, monumental sponsorship.
Conclusion
As the U.S. prepares to host the Men's World Cup in 2026, soccer publishers and advertisers are at a pivotal juncture. The traditional focus on major events is giving way to an evergreen approach, offering continuous engagement and brand-building opportunities. By leveraging the growing interest in women's soccer and innovative content-bundling strategies, soccer publishers can effectively attract a broader, more diversified range of advertisers.
For advertisers, this shift represents a unique opportunity: engaging with a deeply passionate and expanding audience over time rather than through isolated, high-cost events. As this evergreen sponsorship approach gains traction, it promises to redefine how soccer is marketed in the U.S., offering lasting benefits for publishers, advertisers, and fans alike.
FAQ Section
What is evergreen sponsorship in soccer advertising?
Evergreen sponsorship involves continuous, year-round advertising rather than focusing solely on major tournaments and events. This strategy aims to build ongoing brand engagement with soccer fans.
Why is the U.S. seen as a growth market for soccer advertising?
With the Men's World Cup set to be held in the U.S. in 2026 and a growing fanbase, the U.S. presents significant opportunities to build lasting brand affinity through soccer advertising.
How can women's soccer benefit from increased advertising?
The rising popularity and fan support for women's soccer provide a fertile ground for advertisers. With impressive market penetration and fewer established competitor traditions, women’s soccer offers highly lucrative sponsorship opportunities.
What industries are showing more interest in soccer sponsorship?
Industries like financial services, insurance, technology, auto, CPG, fashion, and beauty are increasingly investing in soccer sponsorship, recognizing its vast and engaged audience.
How can brands leverage partnerships with soccer leagues and clubs?
By partnering with soccer leagues and clubs, brands can gain access to dedicated fan bases and create unique, all-encompassing advertising campaigns that transcend traditional team allegiances.
