The FIFA World Cup is coming to America in 2026, with cities including New York and Philadelphia hosting games for the world’s biggest sporting event. For local businesses, the World Cup presents a nearly unprecedented opportunity to market themselves to a global audience. Here are some tips to help you make the most out of that opportunity.
1 | Familiarize yourself with the match schedule
The schedule of World Cup matches and venues is available online, so take a look and take note of the teams that will be playing in your vicinity. You’ll see an influx of fans from these countries in your area around that time.
2 | Tailor campaigns and sales around match dates.
Now that you’ve got your audience in mind, make use of it. Plan to be visible in the community in the days before and after the match — perhaps even with messaging in the visitors’ native language at local events or along major thoroughfares.
3 | Use multicultural marketing to connect visitors with your brand.
Beyond language, do research on cultural preferences and backgrounds for World Cup visitors. What kinds of campaigns, offers and sales might particularly appeal to the people visiting your area during this time? (Take a look at this in-depth guide to multicultural marketing for more advice on this, or check out this article that illustrates how cultural differences influence response to brand messaging.)
4 | Consider offering keepsakes for visitors.
A keepsake publication — such as a short guide to local attractions and shopping opportunities — with your brand’s name front and center can keep visitors connected to your brand long after they’ve boarded their plane to head back home. It might even earn your area repeat visitors.
5 | Educate yourself about intellectual property rights and rules.
One important caution: the FIFA World Cup is a global juggernaut with some very specific rules around usage of trademarked terms. Take a look at this helpful guide to see how a marketing effort could run afoul of these rules.
During the World Cup and beyond, TMCC is your content and advertising partner for reaching the right customers with your brand’s message. Start the conversation today at newbusiness@todaymediacustom.com.
