With the countdown to the 2026 FIFA World Cup in North America underway, opportunities for brands to tap into the vibrant culture of fútbol, particularly among U.S. Hispanics, are growing. But before marketers dive in, understanding the nuances of the U.S. Hispanic audience’s relationship with the sport is crucial to crafting authentic communication strategies. In a column from CM sister pub PRNEWS, the BODEN agency lists the following insights about this community for marketers to keep in mind:
- Fútbol is ingrained in the Hispanic fan’s identity—they were born into loyal fútbol households, played the sport growing up and consume various types of media around their favorite players, games and merchandise.
- Hispanic fans’ passion for the sport, rooted in cultural heritage, is fueling fútbol’s rise in the U.S. creating a vibrant and loyal fan base hungry to engage and be a part of a larger U.S. community.
- The U.S. is quickly growing into the international hub of fútbol, which is important for Hispanic fans as the sport in the U.S. has transcended the mainstream and has become more accessible.
- The rise of women’s fútbol is propelling greater female representation and influence, on and off the field, with fans increasing their investment in both time and money to take part in the movement.
- A culture-first approach on social media provides consumers an opportunity to build community with fan traditions while leveraging generational loyalty.
And below are a few considerations marketers should keep top-of-mind when planning to activate within this audience.
- How could your brand leverage celebrity talent and/or relevant creators to drive community for a social-first campaign?
- How can you develop brand-loyalty IRL with the U.S. Hispanic fútbol fan through event activations, watch parties and/or limited edition merchandise?
- How are you targeting the sub-audiences within the U.S. Hispanic fútbol community? Is there a way to integrate a youth or women-focused aspect within your program?
To read the full article, head to PRNEWS.
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