Exploiting the Soccer Opportunity: Appealing to the U.S. youth soccer player and her family was a timely topic of one of the concurrent workshop sessions at Portada Live NYC on September 19, 2024. The workshop leaders were Jaime Cardenas, Partner at GotDigital, and Alex Minicucci, VP of Diverse Omnichannel Investment, Horizon Media (Media Agency Leader). Amateur soccer players and fan-related advertising played an essential role in the conversation between brands, media agencies, and digital advertising providers.
The Speakers
Youth Soccer: What We Learned
Soccer is a Growing Cultural Force: Recognize the unique cultural identities of soccer fans and how these shape their experiences and loyalties.
Brands should engage with fans through a range of emotions—joy, sadness, excitement—as soccer narratives unfold. Leverage emotional moments that resonate with the brand’s core values to deepen connections.
Strategic Sponsorships: Partner with trusted voices in soccer media and sponsor events to enhance brand visibility.
Establish long-term partnerships with soccer leagues and teams to create exclusive fan experiences.
Connect with ambicultural and bicultural soccer fans by tapping into their interests. Brands should engage with fans through a range of emotions—joy, sadness, excitement—as soccer narratives unfold.
Creative: Develop engaging content that reflects soccer themes and community spirit, showcasing the “heart” of the game.
Content Integration: Ensure brand messaging is present across soccer matches and related content to connect authentically with fans.
The Pics
