You don’t always have to be in it to win it…
Leah Murchan, Marketing & Research Executive, PML Group NI
With neither Northern Ireland nor the Republic of Ireland qualifying, the FIFA World Cup doesn’t feel like a local story anymore. That was the time for brands to show up, when it still felt promising, right?
Wrong. When it comes to audiences, this couldn’t be further from the truth.
Even without a local team to support, fans will still tune in – following the players they watch week in, week out as they represent their countries on the biggest stage.
World Cup fans are some of the most engaged audiences in media. SportScope data from Fifty5Blue shows the vast majority feel positively towards brands that show up around major sporting events and are significantly more likely to notice advertising in that context.
While global partners invest millions for visibility inside the tournament, attention isn’t limited to the pitch. It extends into the places where people are travelling, watching, reacting and spending time together.
And let’s be honest, with ticket prices like that, most of the audience was never going to be in the stadium!
Why this audience matters
World Cup audiences behave differently.
They are more engaged, more aware of brand presence and more receptive to advertising in this context. Research from Fifty5Blue shows that these fans are much more aware of sponsorship around sports than other adults, meaning they are already primed to notice brands.
And even at the highest level, attention isn’t guaranteed. Fewer than half of fans notice some of the most prominent sponsorship placements, highlighting the challenge of standing out.
This is where Out of Home offers a different advantage.
Out Of Home allows brands to show up locally, placing them directly into the environments where the atmosphere is building. It taps into the conversations, reactions and social activity that surround each match.
Because while the action happens on screen, the experience happens outside it.
In a market like Northern Ireland where sport can be as much about the social occasion as the game itself, presence becomes even more powerful. It’s not just about reach, it’s about relevance – appearing at the right time, in the right place, so a brand feels like part of the occasion rather than an interruption to it.
And with Digital Out of Home, brands can go further than simply showing up.
They can:
- React to live scores
- Trigger messaging in the moments after key decisions or results
- Adapt creative depending on who’s playing
This ability to respond in real time not only keeps campaigns relevant but also creates opportunities for social sharing.
Even the time difference with the World Cup game times becomes an advantage, from early morning commuters catching up on overnight results, to fans heading out for evening kick offs.
The World Cup might not feature a local team but the audience is still here, still engaged and will still be out experiencing it together.
Beyond the pitch
From pre-match plans to post-match conversations, the World Cup is experienced across multiple settings with each offering different opportunities for advertisers. Understanding where these interactions happen allows brands to show up in the right environments.
Pubs & Viewing Environments
Formats located within or close to pubs place brands at the heart of matchday viewing. As fans gather to watch games, these environments offer strong visibility and the opportunity to connect with the right target audiences while becoming a part of the overall experience.
Roadside Digital Formats
These formats can provide flexibility and strong coverage across busy locations. The ability for digital to update messaging throughout the day allows brands to align with match schedules or react in real time, helping maintain relevance in fast paced environments.
Transport and Commuter Environments
Formats across transport routes and stations capture audiences on the move, particularly those travelling into city centres to watch matches. With longer dwell times and the ability to use dynamic messaging, these formats offer a chance to engage fans before they arrive at events and on their journey home.
Retail & Convenience Environments
Retail based formats reach audiences close to purchase. As viewing occasions often revolve around food, drink and last minute plans, these touchpoints offer an opportunity to influence decisions in real time.
