"Beer explores what he's learned from Men in Blazers co-founder Roger Bennett about how brands can leverage compelling storytelling and authentic fan culture, which sometimes matter more than the action on the field. Beer also shares insights from executives at major brands like Verizon and Anheuser-Busch about their World Cup marketing strategies to build lasting fan connections through global league sponsorships and tournament partnerships, while avoiding the "cultural wallpaper" effect that often happens at major sporting events."
"The 2026 FIFA World Cup will be the largest in history, and it's meeting a growing American soccer fanbase on home turf for the first time since the '90s. With companies paying millions to reach these fans, the challenge is standing out from the noise."
The 2026 FIFA World Cup will be the largest in history and will take place on U.S. soil for the first time since the 1990s. Companies are investing millions to reach a growing American soccer fanbase, creating a crowded marketing environment. Effective approaches prioritize compelling storytelling and authentic fan culture, which can matter more than on-field action. Major brands, including Verizon and Anheuser-Busch, pursue global league sponsorships and tournament partnerships to build lasting fan connections. Brands must avoid becoming cultural wallpaper at major events. The preferred-rate deadline for the Best Workplaces for Innovators Awards is Friday, February 20, at 11:59 p.m. PT.
Read at Fast Company
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