In order to raise awareness and generate buzz, TSR will be responsible for planning and implementing an integrated digital marketing strategy as well as developing the both English- and Spanish-language content to reach fans in the FIFA confederation.
In addition, the agency will generate a comprehensive digital audience research study on soccer fans across the CONCACAF region, which is made up of 41 countries in North America, Central America and the Caribbean.
The account will be run out of The Story Room's Miami office, with additional support coming from the agency's outposts in Los Angeles, Buenos Aires, Mexico City, and Montevideo.
Every two years, CONCACAF holds this flagship competition where 12 teams compete in one of the world's most popular soccer events. Hosted this year in the U.S., the month-long championship launches July 7 across 14 venues.
The Gold Cup routinely draws capacity crowds and millions of viewers. In the U.S., the 2015 Gold Cup final had a combined television audience of 6.5 million viewers on FOX Sports and Univision, marking a 38% increase over the 2013 final, according to Nielsen.
CONCACAF is one of FIFA’s six continental confederations, and serves as the governing football body for that part of the world.