Has your March Madness bracket
already broken? If so, marketers can skip right over basketball and head to soccer, with brands like the Home Depot, Visa and Bank of America announcing FIFA tie-ins, as North America turns its eyes
toward the FIFA World Cup tournament this summer.
Fresh data from WARC includes a forecast that upcoming games will pump $10.5 billion into the ad market. That reverses a decline from 2022,
but still lags the 2018 total.
And while the games, scattered across 15 cities in Canada, the U.S., and Mexico, will offer great viewing in the U.S., many of the matches will air outside peak
viewing hours in FIFA strongholds in Europe, the Middle East, and Asia, potentially limiting live-broadcast advertising opportunities.
The Home Depot is stepping onto the pitch with one of the
game’s most famous: David Beckham. The partnership includes a FIFA Sweepstakes, giving one lucky fan an all-expenses-paid trip for two to the FIFA World Cup Final in New York, along with a
$10,000 Home Depot gift card.
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There will also be fan pop-ups, with Beckham headlining “Beckham’s Backyard.” Those events, scheduled at FIFA Fan Festivals, will include
interactive soccer programming and hands-on home improvement demos.
Home Depot, the tournament’s official home improvement retailer, will also hand out commemorative scarves with
purchase and offer soccer-themed workshops for children.
Home Depot says the event dovetails perfectly with spring marketing, as consumers look for new ways to entertain in their yards,
setting up fan-friendly outdoor viewing parties.
“We saw an incredible opportunity to help fans experience the games in a way that feels authentic to their lives,” said Molly
Battin, senior vice president and CMO of The Home Depot, in the announcement. “David’s genuine passion for his backyard and bringing people together made him a natural partner. By
layering in different touchpoints from sweepstakes and Kids Workshops to in-store experiences and special edition products, we’re empowering our customers to create unforgettable
match-day moments at home.”
Bank of America and Visa are also offering the chance to win tickets to the knockout, with every qualifying purchase made using an eligible Bank of
America-branded Visa credit card generating an automatic entry.
The top prize package includes round-trip airfare for two to New York, four nights of hotel accommodations, match tickets,
ground transportation, a group cultural experience, FIFA-themed gifts and amenities, a $600 Visa prepaid card and a cash award.
Prizes also include match
tickets for the quarterfinals in Los Angeles, semi-finals in Atlanta and finals in New Jersey.
Other brands that have already jumped on ticket sweepstakes include
American Airlines, Valvoline, Coca-Cola and Verizon.