For the first time since 1994, the FIFA Men’s World Cup will be taking place in the United States, with Canada and Mexico playing host as well. The World Cup is the most-watched sporting event on the planet, which means that, even though it’s just under a year away, brands and agencies should start planning now.
Resonate has the data you need to strategize how to target the 25.2M FIFA Men’s World Cup Watchers. With our AI-powered insights, one client cut cost per conversion by 23%, while another saw their ROAS climb by 50%. In this blog, we’ll introduce this audience and empower you to start on your own winning campaigns.
The majority of the Men’s World Cup Watchers are men—69%—and while they vary across age groups, the biggest percentage (21%) are between 35 and 44. They’re more likely to purchase products that are produced sustainably, are of high quality, and are family friendly, and they’re less likely to buy products that are familiar, easy to use, or luxurious. Keep these attributes in mind when you’re designing your campaigns: You’ll want to emphasize (or de-emphasize) these qualities accordingly to ensure your marketing resonates with this audience.
The Men’s World Cup Watchers value living a life full of excitement, novelties, and challenges, maintaining traditions, and acquiring wealth and influence. What does this mean for brands? Consider using themes of adventure, family, and prestige in your creative and messaging—tapping into these values will help you connect with this audience in a meaningful way.
Where might the World Cup fans be watching? According to Resonate data, their top TV networks are beIN Sports, Unimas, Bloomberg TV, and Univision, and their top paid streaming subscriptions include ESPN+ and Apple TV+.
Since next year’s event will be local, so to speak, it’s helpful to know where these fans might stay if and when they head to one of the 10 arenas across the US where games will be held. Resonate data shows that the top hotels World Cup Watchers try are Westin Hotels and Resorts, the Holiday Inn, and Doubletree, and their top airlines include Air Canada, American Airlines, and United Airlines.
Resonate has 15K+ attributes you can use when building your audience. Whether you want to focus on World Cup Watchers in general, only Gen Zers and Millennials, World Cup fans who are female and make over a certain amount, or something else, we can help you build the right audience and activate it quickly so you can start driving revenue.
Want to learn more about how Resonate will help you align your audience, message, and media to boost engagement and campaign results across every channel? Reach out to speak to a data expert today.
