The World Cup has arrived in North America, which means soccer fans are watching, posting, gathering, traveling and giving sponsors a rare chance to matter.
The rest of America may need a calendar invite.
That contradiction sits at the heart of separate research reports from Morning Consult and Nielsen, which together paint a picture of a tournament generating enormous enthusiasm globally while still struggling to break through to much of the U.S. public.
For marketers, the message is clear: the audience is valuable, growing and highly engaged. It just may not be where many brands expected to find it.