World Cup no longer has global audience - and that's a marketers challenge

"This year's edition spans three countries across multiple time zones, and is the largest to date, with 48 teams competing. It will be a challenge for fans. It will be even more of a challenge for brands."

"Attention doesn't work the way it used to - the way we are consuming football has completely changed. A goal in one match might dominate TikTok in Brazil, while a refereeing decision trends on X in Europe."

"For brands, this creates a different kind of challenge. You are no longer competing for reach, but for relevance - over and over again, in different contexts."

The World Cup is approaching, but this edition will differ significantly from previous tournaments. It spans three countries with 48 teams, creating a complex viewing landscape. Fans will engage through various platforms and formats, leading to a fragmented audience experience. Brands face challenges in capturing attention, as traditional marketing strategies are insufficient. The focus has shifted from reach to relevance, requiring brands to adapt to diverse contexts and engage with fans in innovative ways throughout the tournament.

Read at City AM