In less than 24 hours, Columbus, Ohio will once again play host to one of the biggest international rivalries in international soccer… USA vs. Mexico. In the past four world cup qualifying cycles, the US has faced El Tri in Columbus and beat the CONCACAF rival 2-0, creating the legacy of “dos a cero.” November 11th will provide the next test to see if the US can once again come out on top continuing the dos a cero tradition.
Why we are looking forward to US vs. Mexico:
Not only do we get to watch what is sure to be a memorable match, but this event provides a great opportunity for marketers to connect to fans and tap into one of the quickest growing groups of consumers in the US: Soccer fans. With the past USA/Mexico match ups in Columbus drawing 24,000+ fans, you better believe this one will draw just as much plus a couple million more tuning in from their TVs.
What’s at stake:
The US is one of six teams to advance to the final round of 2018 CONCACAF World Cup Qualifying, also known as “the hexagonal.” The top three teams to come out of this group secure their spots in Russia 2018, while the fourth place finisher moves on to a playoff game against Asia’s fifth place finisher and the bottom two teams are eliminated. Needless to say, the goal here is to finish top three and seal the deal for Russia 2018.
Apart from cinching that world cup spot, this game offers a platform for brands to reach audiences nationwide. With the sport of soccer comes a deeply passionate fan base that is sure to boost clicks, reads, posts, shares, and buys of anything and everything associated with their team or game. There is no doubt that capitalizing on this and other historic rivalries is not something marketers should put off to the side.
What brands can do to leverage the match:
To truly leverage this match will take more than merely attaching a team logo to a brand. It will take research and insight to capitalize on the passionate soccer fan base. For instance, understanding simple statistics like Hispanics make up 18% of the American population, and 64% of the Hispanic population are Mexican-Americans are key to reaching one of the largest target audiences for this event.
Similarly, realizing that soccer is quickly becoming the sport of choice for millennials with 65% of the MLS’s viewership falling in the age range of 18-34 will be another factor for advertisers to take into account when formulating a strategy for this match.
With all that being said, whether you’re pulling for the US or El Tri, this match will definitely be an exciting one for both fans, and marketers, alike.