The World Cup is set to lift demand for digital out-of-home spending

The club soccer season hasn’t yet ended, but advertisers already are looking beyond the Champions League and towards the FIFA World Cup.

Carmaker Hyundai, for example, is “ramping up” to the soccer tournament with experiential activations and sponsorship of grassroots soccer camps across the U.S., according to CMO Sean Gilpin. When the tournament kicks off in June, it’ll turn to the usual suspects – linear and streaming TV, social and influencer marketing – to capitalize on the moment.

There’s also room in the plan for digital out-of-home in stadiums, at the airports of the tournament’s 16 host cities, and along routes to hospitality zones and fan experiences, said Gilpin.

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As upfront negotiations near, buyers chart path through complex sports market

Hopping between streaming services and TV networks to follow your favorite team’s ups and downs has become an inconvenient and expensive fact of modern life. 

Fans wanting to follow along their team’s progress throughout the regular NBA season, for example, will have to access ESPN/ABC, NBC/Peacock and Amazon Prime Video to catch every game. 

Earlier this month, the issue prompted the U.S. Justice Department to open an anti-trust investigation into the NFL concerning complaints that watching football has become too pricey for viewers at home. But fragmentation of sports rights matters for advertisers, too.

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