The countdown to the 2026 FIFA World Cup to be held in the United States, Canada, and Mexico is underway, and excitement is growing among soccer lovers around the world. As expectations grow, so do opportunities for brands to capitalize on football's vibrant culture, especially among Hispanics in the United States. For an audience that ranks the World Cup as one of its most important holidays after Christmas, the fusion of soccer and Hispanic tradition is a treasure trove of strategic communications and public relations.
The evolution from soccer to football in the United States is more than just a change in terminology. It reflects a deep cultural shift that resonates with millions of people. This shift encapsulates the essence of Hispanic+, a campaign driven by Hispanic insights and grounded in Hispanic passion points that has the transformative ability to reshape the fabric of American culture.
For the Hispanic community, football is more than just a sport, it's a way of life intertwined with tradition, identity and pride. With 73% of U.S. Latinos identifying as soccer fans, brands have a great opportunity to tailor to this demographic.
The growing popularity of football in the United States is evident through important indicators such as Messi's joining Inter Miami CF, increased interest in women's soccer, and expectations surrounding major events such as the CONMEBOL Copa America. Additionally, host cities such as Los Angeles and Miami have large Hispanic populations, making the World Cup more than just a sporting event, it is a celebration of diversity and community.
Beyond stadium activations and fan interaction events, brands create buzz throughout the year by aligning themselves with soccer's ongoing story, from the excitement of game schedule announcements to the nerves of team qualification. can be maintained. Understanding the nuances of the U.S. Hispanic audience's relationship with soccer is critical to developing an authentic communication strategy.
Engage in the community as an active participant
At the heart of this is the need for brands to connect with the Hispanic community, not just as spectators, but as active participants in their passion for soccer. Borden's team of soccer experts has created an insight report that explores the U.S. Hispanic audience's connection to the sport and its impact on mainstream U.S. culture, engaging the growing soccer fan base beyond the Hispanic community. It provided a valuable opportunity for brands. Here are some things to keep in mind from the report.
- Soccer is deeply ingrained in the identity of Hispanic fans. They come from loyal soccer families, play soccer growing up, and consume many different types of media about their favorite players, matches, and products.
- Hispanic fans' passion for a sport rooted in cultural heritage has fueled the rise of football in the United States, creating a vibrant and loyal fan base hungry to engage and be part of the larger American community. Masu.
- The United States is rapidly growing as an international hub for soccer, which is important for Hispanic fans as the sport moves beyond the mainstream and becomes more accessible.
- The rise of women's soccer has led to greater representation and influence of women on and off the field, with fans increasing their investment of both time and money to participate in the movement.
- A culture-first approach on social media offers consumers the opportunity to build communities with fan traditions while leveraging intergenerational loyalty.
How to influence through communication
As we look towards 2026 and the football craze continues to grow, brands have a unique opportunity to make their mark in this segment. Want to start making an impact? Below are some considerations that every PR professional should keep top of mind when planning activations within this audience.
- How can your brand leverage celebrity talent and associated creators to power a community of social-first campaigns?
- How can you increase brand loyalty with U.S. Hispanic soccer fans through event activations, watch parties, limited edition merchandise, and more?
- How do you target sub-audiences within the U.S. Hispanic soccer community? Is there a way to incorporate youth- and women-focused aspects into your program?
By embracing the passion of U.S. Hispanic fans and seamlessly blending into the fabric of soccer culture, the brand not only captures the attention of a diverse audience, but also leaves a lasting legacy far beyond the final whistle. can do.
