Football has seen significant growth in America, and brands are eager to capitalize on this trend. The Men in Blazers network, which has expanded from its original podcast, now attracts over 2 billion impressions annually. With the World Cup approaching in 10 months, brands are collaborating with Men in Blazers to devise effective marketing strategies. Key challenges include the time required for strategy development and accurately predicting cultural engagement months ahead of the event. Brands are encouraged to develop strategies that resonate with soccer fans and the evolving landscape of the sport.
"Football in America is still growing," says Roger Bennett, co-founder of Men in Blazers, which has grown from a single podcast in 2010 into a network of U.S.-focused soccer content. "So when brands come in, they are remembered."
Last year, Men in Blazers content attracted more than 2 billion impressions, but it also works directly with brands to reach soccer fans, including Coca-Cola, Verizon, Michelob Ultra, Marriott, and Visa.
With the World Cup being hosted across the U.S. in just 10 months, brands are turning to Men in Blazers to form their own winning game plans.
The most significant challenge in planning for an event like the World Cup is time. Not simply the time it takes to create a strategy and execute it, but also trying to predict the best approach to tap into culture this many months in advance.
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