The Lead-Up to FIFA 2026 and the Search for Consumer Electronics Partner
- April 2, 2024
- SponsorPulse Staff
The 2026 FIFA World Cup, set to be hosted across 16 cities in Canada, the United States, and Mexico, is already generating excitement among fans around the globe.
Even though we’re still two years out, brands who want to impact the region have a unique opportunity to strategize and plan their partnerships carefully to capitalize fully on the growing momentum of the tournament.
As the excitement builds, SponsorPulse data unveils intriguing insights into the sponsorship landscape, particularly in consumer electronics.
A Global Stage in North America
As the FIFA World Cup descends upon North America, it brings a convergence of global talent and fervent fan bases, presenting an enticing opportunity for brands to amplify their presence worldwide. But how does the property stand relative to other soccer giants?
SponsorPulse's Opportunity Score reveals exciting insights within the competitive landscape of soccer sponsorships.
While the FIFA World Cup stands as the lone king in the soccer kingdom with an Op score of 26, the MLS — with an opportunity score of 16 — is comparable to the English Premier League (17) and the Champions League (16), and it's rated better than La Liga in Spain (15).
While this underscores the World Cup's unparalleled global reach and influence, the emergence of properties like the MLS — standing shoulder-to-shoulder with prestigious leagues worldwide — can draw the attention of brands seeking exposure to loyal and engaged audiences in specific markets.
Due to the size and variability of the World Cup’s audience, brands must understand global trends to successfully engage with international fan bases arriving in North America when the game starts.
But what brands or sectors are best poised to make an impact?
Consumer Electronics: A Promising Frontier
Delving deeper into SponsorPulse data, a compelling correlation emerges between consumer electronics and FIFA.
The average engagement rate among Americans with the World Cup is 41%; those who purchased a smart speaker, headphones, or a smartphone engage with the property at 60%, 51%, and 43%, respectively.
In addition, users from companies in the consumer electronics sector, like Toshiba, Panasonic, Sony, and LG, score amongst the highest levels of engagement with the World Cup, per SponsorPulse data.
Significantly more engagement within a tech-oriented audience presents a unique opportunity for brands within the consumer electronics sector. Major brands have already begun to recognize this opportunity:
In addition to Apple's massive $2.5 billion media partnership, the brands recently announced a separate deal, making Beats the league's official audio partner.
Three weeks ago, Google announced a multi-year partnership with the National Women's Soccer League (NWSL), demonstrating tech giants' growing interest in aligning themselves with soccer.
Brands can harness soccer fans' passion and technology's power to cultivate global connections and amplify their message.
Leverage Data to Ride the Wave
As we get closer to FIFA 2026, there are endless possibilities for brands to establish a unique presence through soccer partnerships.
By using insights from SponsorPulse's data and adopting the changing dynamics of consumer behavior, brands can position themselves as vital partners in the exciting journey leading up to the World Cup.
Access the World Cup Impact Report
The FIFA 2022 World Cup Impact Report by SponsorPulse is an invaluable resource for unlocking the potential of soccer sponsorships and charting a course toward meaningful engagement and impactful partnerships.
Download the World Cup Impact Report to delve deeper into the impact of soccer sponsorships and gain further insights into what the upcoming World Cup opportunity will bring for your brand.
Get your copy here.
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