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Geopolitics

Why World Cup As Marketing Tool Scores Best In Latin America

Proportionally, the World Cup has more followers in the Latin American marketplace than any other region. It's a unique opportunity to tap into pure emotion of potential consumers.

Andre Silva of Nike-sponsored Portugal National Team in action during World Cup 2018 training
Andre Silva of Nike-sponsored Portugal National Team in action during World Cup 2018 training
Claudia Gioia

MIAMI — Beyond being the world's most popular sport, soccer is essential to any description of Latin American culture. It brings us moments of joy, emotion — and dismay — and it wouldn't be far-fetched to say this passion has helped us weather some of the tough real-life situations our countries have experienced over the years.

The World Cup is acknowledged as a superb opportunity for brands to win over consumers across the planet, but ours is a particularly important region in this regard — proportionally, more people will be watching the games here than in other regions in the world, according to a poll by Global Web Index. Here are some of the marketing trends we can expect through the World Cup, as brands try and maximize visibility riding a wave of mass emotions.

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