I’ve been following football — yes, I’m calling it that, despite the potential for confusion, because I’m English — since I was eight years old. That was the year my dad took me to see Liverpool play, and I’ve supported them ever since. Over the years, I’ve been fortunate enough to watch them compete in several finals, and I can say with confidence: There’s no more electric, emotional experience than watching your team in a football final. The passion of the fans is unlike anything I’ve encountered in U.S. sports.
In footballing terms, the pinnacle of achievement for most players is arguably winning the World Cup. And for those of us living in the U.S., we’ll have the rare opportunity to experience that spectacle up close next year.
The 2026 FIFA World Cup will be the largest sporting event ever hosted in North America. With 16 cities across the U.S., Canada, and Mexico set to welcome millions of fans, it will be a moment of unprecedented scale — and complexity.
For brands stepping in as sponsors, the exposure is certainly valuable. But in a U.S. market where soccer is still growing into the mainstream, sponsorship alone won’t be enough. To resonate with American audiences and unlock long-term brand equity, strategic activation is essential.
We can help brands do more than show up. We craft custom, multi-platform programs that translate global moments into local relevance, centered around bespoke content designed for clients’ owned channels and print extensions that could also leverage the power of Dotdash Meredith’s trusted media brands.
Why activation matters in the U.S.
Soccer is the world’s game, but in the U.S., the professional game is still gaining traction. While youth participation is strong, many American fans are new to global tournament formats, the significance of international rivalries, or the cultural nuance behind each fixture.
This unfamiliarity presents an opportunity: Brands can play a vital role in educating, engaging, and connecting. But that won’t happen through a logo placement or generic media buy. It takes editorialized storytelling — which is strategic, localized, and audience-specific.
Our activation strategy: Brand-integrated, audience-focused
Our approach is built around pairing sponsor objectives with powerful, credible content environments. That means combining:
- Custom content built for a brand’s own website, social platforms, apps, and CRM
- Print experiences designed for distribution in key FIFA World Cup host cities
- Opportunities for expansion across Dotdash Meredith, the largest print and digital in North America
Client-owned channel content
We create brand-integrated content that lives on your digital and owned platforms — delivered in your voice, optimized for engagement, and built for scale. Examples include:
- Interactive digital hubs
- Custom video interviews or educational series
- CRM-integrated content series for customers and prospects
- Mobile app integrations aligned with World Cup themes (e.g., “Find Your Team,” financial prep, travel rewards, etc.)
Custom print that makes a local impact
In an event like the World Cup — where the experience is both physical and communal — print still can play a really powerful role. We, for example, can design and produce custom standalone print pieces (magazines, guides, booklets) tailored to the fan experience, the sponsor’s voice, and the city’s character.
These are ideal for:
- Distribution at local events or fan zones
- In-room placement at partner hotels
- Welcome kits and VIP experiences
- Handouts in retail or branch locations near stadiums
Print is tactile, portable, and deeply immersive — and when distributed strategically in host cities, it can amplify presence and brand storytelling in a uniquely memorable way. It can also serve as a long-lived keepsake when associated with a major event.
Extending reach with paid media
Additionally because we are part of Dotdash Meredith, we can also help to expand reach by partnering with our brands. This could include activations that coordinate with brands like: People, Travel & Leisure, Investopedia, Parents and Southern Living, to name a few.
Turning sponsorship into strategy
We don’t just tell great stories — we help brands own the narrative and thereby truly benefit from the sponsorship. A custom program can be built to educate new fans, elevate sponsor messaging, and generate real-world engagement in the places that matter most.
Whether it’s through your own digital ecosystem, custom print in the hands of fans, or integrations within our high-impact media network, we help transform World Cup sponsorship into something bigger: a brand-defining moment.
If you need help translating any kind of sponsorship, please hit me up. I’d love to talk strategy and execution!
Author Bio
Robin Riddle is the Chief Strategy Officer at DDM Content Solutions. He works across B2B as well as B2C and specializes in financial services, insurance and healthcare. Prior to his time here, he led content marketing businesses at both The Economist and The Wall Street Journal. A passionate advocate for the value of content marketing, Riddle is also heavily involved in industry issues and speaks at many events on the topics of content marketing and native advertising.