Christian Pulisic is one of those young stars who can connect with young audiences.Getty Images
With less than 100 days left until the FIFA World Cup in Qatar, US Soccer ramps up its promotional efforts. In addition to adequately serving its core fan base, the governing body places great emphasis on cultivating fandom among his two specific demographic groups of Generation Z and Hispanic Americans. I’m putting
The national governing body believes it can reach both groups with a message highlighting the youth and diversity of this year’s US Men’s National Team.
“When you look at what will end up being a 23-man roster, it’s incredibly representative of this country,” said US Soccer CMO David Wright. “This is a very strong development that reflects this campaign and our comprehensive strategy.”
The federation’s bilingual marketing campaign, ‘Only Forward/Solo Pa’lante’, has been in effect since the start of last year’s World Cup qualifiers and will serve as a rallying cry before and during this fall’s World Cup. Created in partnership with New York-based agency ICNCLST, the campaign aims to highlight the diverse backgrounds of US Men’s National Team players.
“There are graphics, messages and videos in both Spanish and English, but more importantly they touch on themes relevant to all audience bases: Hispanic audiences, Generation Z, and mainstream audiences. We are huge fans,” said Kay Bradley, US Soccer Marketing Vice President.
One of those themes is to highlight and embrace the divided family dynamics common to Hispanic Americans.
“Most of our Hispanic fans are second-generation Hispanics, so while you may be a Team USA fan, you may also have husbands, daughters, wives, mothers, and fathers who are team fans. In another country,” said Bradley. “We’re enabling those fans to express themselves, sharing their stories, and celebrating that dual fandom.”
The federation plans to release Nike and team jerseys in mid-September, with roster announcements in early November and several miles between now and the World Cup, with the aim of generating buzz, including a send-off event. We are planning to announce a stone. We are also planning to announce a fashion collaboration with a famous designer before the start of the competition.
During the World Cup, US Soccer will promote watch parties across the country to encourage fans to gather to watch the USMNT, which did not qualify for the event in 2018.
Bradley said: as well.
