Pitch potential: What I’m watching at this year’s FIFA World Cup – The Martin Group

So much preparation. So much anticipation. So much drama.  

It’s been more than eight years since Canada, Mexico, and the United States were selected to host the 2026 FIFA World Cup. And a lot has changed over that span, from geopolitics to global public health — but at least one thing has remained the same: devoted soccer fans from across the globe have been counting the days until the kickoff of their sport’s ultimate competition.

And I’m one of them.

I’ll be traveling to see matches in-person in nearby New Jersey (France vs. Senegal), Seattle (USA vs. Australia) and Los Angeles (USA vs. Turkey)—and I’ll be taking in a host of local watch parties—between the tourney’s kickoff in Mexico City until its championship conclusion inside NJ’s MetLife Stadium on July 19. (Or should we say New York/New Jersey Stadium to follow the tournament’s rules?)

While my attention will be fixed to the pitch for this tourney’s historical significance and all the reasons that make the game so beautiful, I’m also curious to see how the reverberations of this grand event will ripple across our cultural, social, and integrated communications landscape.

As I noted in a previous piece for this space, there’s an abundance of opportunities for the cities, businesses, and athletes connected to the competition. Billions of dollars in sales and exposure are woven into the tournament. Global exposure for athletes and host locations come with every game. Viral moments and potential trendsetting can happen with any social media post. Cities that aren’t hosting and organizations that aren’t sponsoring can also benefit from the energy—if they get creative in how they leverage the momentum and attention.

With every goal scored or shot saved, the sport’s impact on culture looms larger and larger.  

So what World Cup questions will I be considering between and after my stadium stops? Here are a few:

How will brands capture the moment?

This edition of the tournament, like so many before it, has faced criticism and uncertainty. But one thing is completely certain: Every FIFA World Cup is comprised of singular, significant moments witnessed by billions of people across the globe.

• 2022’s tournament reached an estimated five billion people across the globe, more than a billion more than the 2018 World Cup.
• The 2023 Women’s World Cup was watched by an estimated two billion as well.
• As for last summer’s Club World Cup warm-up, nearly 2.5 million fans attended games in person, with another two billion watching on television or online. 
• This year’s expanded 48-team tournament is projecting to lure in more than six billion people through highlights, streaming, and traditional broadcast productions—with more than 1.5 billion expected to watch the final alone—making it the most potent brand-visibility opportunity of the decade.

But what will brands do with it? Between leaning on fan culture, employing a fleet of influencers, or using the identifiable backdrops provided by so many unique cities in three different countries, there should be plenty of installations and activations to enjoy during the next six weeks—and plenty to dissect in its aftermath. 

The showdown among the apparel brands, designers, and federations has been especially fun to watch. Nike seems to be pulling ahead in the collaboration game—with beautiful entries from Puma and other brands, too. Adidas is also leaning into nostalgia with gear from the ’94 tournament and World Cup Bringback Collection.

Who’s winning? Tough to say, but I can confirm I downloaded the Nike SNKRS app today so I could be one of the first in line for Nike’s collaboration with the Virgil Abhloh Archive (V.A.A.) for the U.S. Men’s National Team.

How is World Cup fandom transforming all fandom?

World Cup results are decided by the action on the pitch. But for so many of us who have gravitated to the game, it’s the action in the stands (and the pubs and pre-game rituals) that’s earned our undying loyalty.

It’s a community of chants, colors, and songs, all singular to specific fanbases that stretch across the globe. Is it comparable to experiences enjoyed by fans of the NFL or Power Four college football? In some markets, yes. (See: Our headquarters city of Buffalo, NY.) But in others, the maniacal following of global football—I mean, soccer—far exceeds the everyday fan experience.

During the FIFA World Cup, the devotion and behaviors of supporters change the understanding of what real fandom is supposed to exude and entail—and how these fans interact with brands associated with their sports.

If the rules of fandom are rewritten to include imbibing a certain drink, wearing specific clothing, or professing their obsessive fanaticism on their favorite social media channels, brands stand to benefit.

So does the game of soccer—especially in the U.S.

Roger Bennett and the Men in Blazers Media Network have done incredible work to play their part in growing the game in the U.S., providing a depth of coverage and humor not previously available to fans of this sport in the states. It’s an established-yet-still-visionary endeavor built by fans for fans.

Their platform will continue to grow during this World Cup as they connect with more fans across the country, but I’ll also be watching to see how other media brands leverage influential personalities and grassroots engagement (like what Sinclair is building with Unfiltered Soccer with Landon Donavon and Tim Howard) to contribute to the work still ahead.  

How will players use influencer tactics to boost their brands?

In recent World Cup and Club World Cup action, social media—and who uses it the best—has been a huge factor in what brands busted out and which were relegated to the back of the pack. In 2022 alone, World Cup action elicited nearly 94 million posts across all platforms, resulting in almost six billion engagements.

This edition should be just as busy. But instead of focusing on the sodas and sneakers that will score a fleet of new customers, I’m looking for which players-turned-influencers will manage to enhance their brand on the global stage—while ensuring their performance on the pitch doesn’t slip an inch.

As the insatiable need for 24/7 content across various social platforms has only increased since 2022, athletes—even those of lesser-known acclaim—will have an opportunity to lure more interest to their story, their game, and their viability as product spokespeople.

In recent years, fans have shown their interest in not only following their favorite athletes’ every move but also patronizing the products they endorse on TikTok and elsewhere. They want to be part of their lives, part of their journey. Athletes know this; so do our most forward-thinking brands.

Now, on the world’s brightest pitch, both can dominate the social feeds of fans everywhere—and form a foundation for fandom (and customer loyalty) long after the cup is claimed.

How will the USMNT’s “Golden Generation” deliver on our long-awaited expectations?

Believe it or not, this question does relate back to brand identity and credibility building in communications.  

Years ago, this generation of U.S. Men’s National Team players—headlined by Christian Pulisic, Weston McKinnie, Timothy Weah, Chris Richards, Upstate New York’s own Tyler Adams, and others—was burdened with the expectations of the “golden generation” tag.

It’s a challenge some have met, with U.S. players featuring in the top flights of global soccer. And others have missed.

This tournament is their biggest test yet. And how they message the victories, setbacks, and ultimate result—and how they make the fans part of their journey—will shape how they’re remembered, almost as much as the performance on the pitch.

This team seems to have firepower in the attack, but there are some lingering questions in defense: Richards’ ankle, Tim Ream’s age and durability, and a less-than-clear #1 goalkeeper.

But that’s the beauty and power of sports. You’ve got to watch to find out – and every episode unfolds live before your eyes.

P.S. I joked with our team that if we truly wanted to drive engagement with this post, we should go with the headline: “The USMNT should start Christian Roldan and Miles Robinson. Here’s why.”

We decided to skip the clickbait.

And besides, I love what both Roldan and Robinson have brought to U.S. soccer at the collegiate, club, and national team levels. Every contribution matters.

Enjoy this World Cup. I know I will. And please, please, take advantage of the local watch parties happening in your community. This game is even better when it’s experienced together. Want to learn more about The Martin Group’s diverse array of work in the sports world? Click here.