World Cup
How the World Cup boosted The Athletic’s audience and sponsor roster
After a 40% readership boost around the tournament, the outlet is turning the page to focus on Women’s World Cup and LA28 content and sponsorships, its CCO said.
World Cup
World Cup
How US Soccer plans to keep fans locked in through the Women’s World Cup
The federation has evolved its marketing strategy since the USMNT’s run ended and is gearing up for greater emphasis on the 2027 tournament.
World Cup
Inside Nike’s ‘Rip the Script’ World Cup campaign
The brand’s World Cup efforts, helmed by an athlete-packed hero film that took 42 days of filming, attracted 3 billion total views across platforms.
World Cup
How longtime FIFA partner Adidas is leaving its mark on the World Cup
A star-studded ad campaign, a giant floating statue of Lamine Yamal, and a 3D billboard of Leo Messi are all part of the plan to drive sales and conversation for a brand with deep ties to soccer.
World Cup
How Lay’s met the moment of bandwagon fandom this World Cup
The Lay’s campaign, starring Will Ferrell, encourages fans to join a bandwagon. “We decided to turn what is normally an insult into an invitation,” the brand’s SVP of marketing said.
World Cup
The World Cup’s hydration breaks are lucrative. Are they worth frustrating fans?
Mandatory hydration breaks have drawn criticism en masse from soccer viewers—and some marketers.
World Cup
Why Miller Lite sent a barge loaded with beer to Miami
Because Scotland’s Tartan Army was there for the World Cup, of course.
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