The World Cup transformed soccer in America and revealed four lessons every marketer needs before the LA Olympics arrive.
#1: Yes. This Will Indeed Become a Watershed Moment for Soccer in the United States
For over a month, soccer wasn’t competing for attention in the U.S., it was leading the sports conversation. For nearly three weeks, the U.S. Men’s National Team became appointment viewing, with its round of 16 game the most-watched soccer match in U.S. history. The momentum didn’t stop there, with Fox and Telemundo more than doubling their respective semifinal audiences vs. 2022. Expect the halo effect of this World Cup to have its desired growth impact on both the MLS and NWSL in the years to come.
#2: The Momentum Doesn’t End Here
Normally, the World Cup would mark the last time a country hosts a major international soccer event. This time, it’s the beginning of the next one. With the Los Angeles Olympics just two years away, many of the same athletes and storylines will remain in the spotlight, with the U.S. on its home turf once again. Brands have an opportunity to build on momentum rather than rebuild awareness from scratch.
If the World Cup introduced a generation of Americans to international soccer, the Olympics is the opportunity to deepen that relationship rather than start over.
#3 The World Cup Delivered
Before kickoff, headlines questioned ticket demand and hotel occupancy. By the Final, sold-out stadiums, packed Fan Festivals and record commercial results told a different story. FIFA generated a reported $15 billion in tournament revenue, well above expectations and roughly double 2022. The lesson? Demand for premium live sports experiences continues to outperform expectations.
#4 Brands Didn’t Want to Miss the Party
One of the more interesting sponsorship storylines was the way in which brands continued entering the tournament even after it had begun. Kalshi joined as a sponsor during the knockout stage, while Topps secured a last-minute sponsorship of the halftime show. Global events rarely add meaningful commercial partners midstream. With soccer’s biggest stars making deep runs, this tournament became too culturally significant for brands to sit out, even when they might have planned too when it started.
While sponsors will always maximize their rewards with integrated, multi-channel campaigns planned months in advance, it’s never too late to tap into marketings most powerful arena: live sports.
