Is the US Soccer wave finally coming? Nope. It’s already here.
After decades of talk, and debate, among the media and fans, especially with the true 24/7 devotees - the Ultras - that interest in soccer (AKA: football) was finally going to surge here in America, I’d like to announce that the US Soccer Wave is here. Now.
Don’t believe me? Anticipation is massive for the revamped roster that the US Women’s National Team will put on the field at the Olympics in Paris this summer. There’s also a bright spotlight on the Men’s Team to make a statement this summer and medal, which would represent the first time they did so since they won silver and - yes, believe it or not - bronze as well at the 1904 St. Louis Games. The wave will keep building toward the 2026 Men’s World Cup (and perhaps the 2031 Women’s World Cup) taking place here in North America, with the final to be showcased in our agency’s backyard, New York/New Jersey Stadium. And, to cap things off from a National Team perspective, all eyes will be on the 2028 LA Olympics, as soccer continues its fever “pitch” (no pun intended) crescendo.
None of this US Men’s and Women’s National Team talk even includes what’s going on in Major League Soccer who, via their 10-year partnership with Apple, is now front and center, and already building upon their inaugural 2023 season of success with the announcement by Apple TV+ about its first-ever, all-access MLS docuseries on the 2024 season. Not to mention the “Messi Factor" with the international superstar and all-time great, Lionel Messi, joining Inter Miami in 2023. Let’s bookend that with the National Women's Soccer League Announcement in November about a four-year contract for media distribution with CBS Sports, ESPN, Amazon Prime Video and Scripps Sports, totaling $240 million for the term of the deal, a 40-times multiple from their previous agreement. And then there’s the United Soccer League announcing a landmark multi-year rights agreement with CBS Sports to air 100 matches annually through the 2027 USL Championship and USL League One seasons. The USL also inked a deal with ESPN, which will air 400+ matches on their platforms and 10 guaranteed nationally on ESPN or ESPN2 through 2026. Are we believers? Yes, we just secured a multi-year partnership for our client, Prinx Tires, with the United Soccer League as the league’s first Official Tire Partner.
Blending each of these together, the US Soccer wave is massive, omnipresent and has created one of the most unique moments for brands to drive engagement with the 100+ million US Soccer fans across the globe. As such, companies, like our client New York Life, are strategically positioning themselves to capitalize on the immense popularity and excitement surrounding soccer in this country. By associating your brand with the pride and patriotism of soccer, you can garner a sense of belonging and loyalty among consumers. Further, with the influx of visitors and spectators expected for these global events, and the associated media attention, sponsoring brands have a unique platform to showcase their offerings - both product and services - to a young, diverse, international audience.
However, authenticity is key - paramount frankly - in today's consumer landscape, as fans are quick to recognize when brands are merely jumping on the proverbial bandwagon versus making a true commitment to the sport, and its fans. Research supports that the average person encounters 6,000 to 10,000 ads every single day (Source: AdLock.com), and 72% of consumers agree that relevancy is most important, and personalized messages are expected, so they know a brand “gets them” (Source: Optimove 2023 Consumer Marketing Fatigue Survey). It’s not about simply running ads, it’s about creating one-on-one experiences that resonate, and drive that shared sense of belonging. That’s why New York Life, as showcased in this SBJ Article, wants to be more experience-driven and more about grassroots and community, so fans can feel the brand.
With the wave of US Soccer upon us - right now - brands have a tremendous opportunity to leverage the power of the sport to elevate their visibility and impact. Yet, they must do so with a genuine appreciation for the sport and its community of loyal fans. By striking that balance, brands can make a truly meaningful - and what should be long-lasting contribution - to the sport of soccer (aka football).
As Dani Rojas says, “Football is Life” (and life insurance). Until next time …
