By Linda Villani, Chief Revenue Officer, Daily Mail
Soccer is sweeping the nation and captivating the interest of fans of all ages. A study by Nielsen recently found that 28% of Americans demonstrate an interest in professional soccer — there is no doubt that the 2026 FIFA World Cup will draw record viewership.
Amid the anticipation for the Men’s 2026 World Cup, there is also a surge in the popularity of women’s soccer. The 2023 Women’s World Cup final drew a record-breaking 2.49M average viewers in the US, marking a significant 71% increase from 2019. This year’s USWNT playoffs, taking place this November in Kansas City, creates another moment for soccer fans to show up and support.
We are in the midst of a sports renaissance, and what that signals is immense opportunity for advertisers and publishers, if they make the right moves.
Tap into dueling interests. Don’t sleep on sports fans’ lifestyle and fashion interests.
This increase in soccer enthusiasts has had a ripple effect on other lifestyle industries, particularly fashion, as brands recognize the potential of engaging with a passionate and involved audience.
The MLS and Adidas’ league-wide partnership solidified the United States as a significant player in soccer culture. And popular TikTok trends like “Blokecore” are demonstrating that brands can reach a larger audience and strengthen relationships with sports fans. By providing content relevant to sports fans’ lifestyles and fashion interests, advertisers can enhance brand awareness, drive sales, and inspire them beyond traditional coverage.
Publishers also have an opportunity to capitalize by providing comprehensive coverage of not only the games themselves, but the surrounding lifestyle and fashion aspects. This can include features on athletes’ training routines, diets, and fashion choices, as well as profiles of sports celebrities and influencers.
Strategically partner with sports organizations to create co-branded content and experiences.
Truly recently became the first hard seltzer partner of US Soccer by embarking on a strategic partnership to enhance its brand presence among soccer fans and gain global exposure. As part of this collaboration, Truly released a limited-edition hard seltzer that featured the US Women’s National Team captain, Lindsey Horan. This unique beverage resonated with consumers and quickly sold out. Through partnerships like these, brands can connect with soccer enthusiasts and further elevate its brand recognition on a global scale.
Advertisers seeking to connect with this influential demographic should also consider forming strategic partnerships with publishers specializing in soccer, culture, and lifestyle content. These partnerships offer a unique opportunity to tap into a passionate and engaged audience while aligning with brands’ values and messaging.
Use data to lean into authenticity.
Data analytics can track advertising campaign performance and identify improvement areas, enabling informed decisions about budget allocation and campaign optimization. Analyzing past soccer campaigns can help brands plan for the upcoming 2026 FIFA World Cup.
By analyzing consumer preference and demographic data, businesses can create highly relevant, authentic and engaging advertising campaigns. This data-driven approach ensures that advertisements resonate with the target audience, leading to increased effectiveness and overall campaign success.
Soccer publishers have successfully grasped their audience’s behaviors and preferences. Soccer fans are passionate about their sport and are always looking for ways to connect with it. They are typically young, affluent, and tech-savvy. They are also passionate about their sport and willing to spend money on products and services that support their team – making them an attractive target for advertisers looking to reach a high-value audience.
As we countdown to the 2026 World Cup, the evolving soccer culture in the U.S. presents thrilling opportunities for publishers and advertisers. Forming strategic partnerships with publishers covering soccer, culture, and lifestyle offers access to a passionate and engaged audience, allowing for authentic brand alignment and valuable insights into consumer behavior. By collaborating with these publishers, advertisers can elevate their campaigns, drive brand awareness, and achieve measurable results. Publishers, by adopting a holistic approach to coverage, can engage with fans on a deeper level and build stronger relationships. To effectively reach and engage soccer fans, advertisers must understand their unique needs and preferences. Brands that tap into this passion and create content that resonates with fans on a personal level will be well-positioned to connect with the growing soccer audience in the United States.