For years, the World Cup has been synonymous with eyes fixed on TV screens and undivided attention on live broadcasts. But that behaviour is changing. Meta’s latest insights show a clear shift in how fans are engaging with major sporting moments, and as advertisers, it’s vital we stay on the ball.
What’s the latest from Meta?
According to Meta, 62% of people admit they will actively avoid live ads on TV and streaming services, while 82% confirm they will follow the event content online. This is the defining statistic that highlights the World Cup audience abandoning linearity. Engagement now extends far beyond just watching matches in real time.
Fans are increasingly turning to Meta platforms not just to enhance their viewing experience, but oftentimes as a first point of contact. Not to mention it’s value for accessing highlights, non televised behind the scenes information and key conversations as they happen.
This shift creates a powerful opportunity for brands: while traditional live ad attention declines, digital platforms offer valuable space to capture the influx of users throughout the tournament; meeting them where they’re most receptive and engaged.
In short, the ‘Summer of Football’ isn’t just being watched, it’s being followed, shared, and experienced online and that’s where advertisers need to show up.
So, how can brands do this effectively?
How do you make a landmark sporting event relevant across every business vertical?
Meta’s guidance is clear: it’s not about plastering football imagery across every asset. Instead, it’s about recognising the existing cultural connections between sport and other industries. Fashion is a long-standing example, with sporting stars frequently fronting major campaigns for global clothing brands. Music is another example. Playing a powerful role, certain tracks become inseparable from sporting moments and fan culture. These emotional overlaps give advertisers a rich set of themes to tap into. Signalling the World Cup without being overt or straying from core brand principles.
Partnership ads are another key driver of success on Meta platforms in general, but are especially relevant when looking forward to the Summer of Football. Collaborating with creators unlocks native, authentic ad experiences at a time when users are already flocking to social platforms to consume similar content organically. Meta reports that 74% of fans trust creators, and that 60% of time spent with event-related content will take place on Instagram Reels. Owning space in this environment is no longer optional, it’s essential. Furthermore, creators don’t need to sit squarely within the sporting niche. Meta actually highlights that blending verticals can be just as effective, if not more so. This cross-pollination of interests can be genuinely thumb-stopping, delivering fresh perspectives on the event while reaching audiences in unexpected and impactful ways.
Overall, Meta has made clear that the universality of The World Cup brings with it a universal engaged congregation on social platforms, the perfect storm for advertisers that can’t be missed.
If you’d like to discuss any of your paid media requirements with our team, don’t hesitate to get in touch here.
