THE SOCCER TSUNAMI: Why Agencies Must Ride the Experiential Marketing Wave


Picture this: millions of fans, united by their shared passion for soccer, eagerly awaiting the 2024 Copa America and 2026 FIFA World Cup Finals. The anticipation is palpable, the excitement electric. As a branding expert, I can’t help but see this as a once-in-a-lifetime opportunity for agencies to help their clients make an indelible mark on the hearts and minds of consumers.
The Experiential Marketing 

In my years of working with some of the world’s most iconic brands, I’ve witnessed the power of experiential marketing firsthand. It’s not just about logos and catchy jingles anymore; it’s about creating moments that take consumers’ breath away. As Hsiao et al. (2021) found, expe- riential marketing activation is a game-changer when it comes to sports sponsorship, driving brand equity and purchase intention like never before.


Take Inmov Global Network, for example. For over two decades, they’ve been at the fore- front of this experiential revolution, crafting unforgettable campaigns for the likes of Co- ca-Cola, ABInbev, Google, and Nestle. They understand that in today’s cluttered market, brands need to go beyond the ordinary to truly connect with consumers.

Memorable Moments

So, what sets a truly great experiential campaign apart? It’s all about creating those unique, memorable moments that etch themselves into consumers’ minds (Tafà, 2023). When Bavaria’s Águila beer aligned itself with the Colombian National Soccer Team, they didn’t just slap their logo on a few jerseys and call it a day. No, they immer- sed fans in the very essence of Colombian soccer culture, from on-premise activations to immersive consumer promotions. The result? A surge in sales and a deep, lasting connection with fans.

Coca-Cola, too, has mastered the art of memorable moments. Their FIFA partnership has given rise to awe-inspiring experiences like the FIFA World Cup Tour and the electri- fying Fan Zones. By weaving their brand into the very fabric of the soccer experience, they’ve become an integral part of fans’ most cherished memories.

Decoding the Fan Psyche

But here’s the thing: not all fans are created equal. As Bodet (2016) wisely notes, the impact of experiential marketing can vary drastically among different spectator profiles. To truly hit the mark, agencies need to dive deep into the psyche of each fan segment.

Picture the die-hard supporter, paint on their face, voice hoarse from chanting. For them, tradition and authenticity are everything. Then there’s the opportunistic spectator, drawn to the shared emotions and electric ambiance of the crowd. Each fan profile requires a tailo- red approach, a unique experiential touchpoint that speaks directly to their desires.

The  Act

Of course, experiential marketing isn’t a magic bullet. As Bodet (2016) reminds us, it’s all about striking the right balance with traditional marketing elements. Pricing, product quality, brand identity—these factors still matter. The key is to weave experiential strategies seamlessly into the overall brand narrative, creating a cohesive, compelling story that resonates with fans.

But agencies must also tread carefully. Push too far into the realm of the experiential, and you risk alienating die-hard fans who value tradition above all else (Bodet, 2016). The trick is to innovate while respecting the sacred rituals and heritage of the sport. It’s a delicate dance, but one that can yield incredible results when executed with finesse.

As the 2024 Copa America and 2026 FIFA World Cup Finals loom on the horizon, the stage is set for agencies to help their clients ride the experiential marketing wave. These tournaments aren’t just sporting events; they’re cultural phenomena that will capture the attention of millions worldwide.

But to seize this opportunity, agencies need to act fast. They need to partner with sea- soned pros like Inmov Global Network, who have the expertise and vision to craft expe- riential campaigns that resonate on a visceral level. From pulse-pounding fan activa- tions to strategic sponsorships that place brands at the heart of the action, the possi- bilities are endless.


The soccer tsunami is coming, and it’s bringing with it a tidal wave of opportunity for brands. Agencies that can harness the power of experiential marketing, decode the fan psyche, and strike the right balance with traditional elements will be the ones left standing when the final whistle blows.

But make no mistake: this isn’t a game for the faint of heart. It requires boldness, creati- vity, and a deep understanding of what makes fans tick. The agencies that can master these elements and help their clients craft unforgettable moments will be the true win- ners of the 2024 Copa America and 2026 FIFA World Cup Finals.

So, to all the agencies out there, I say this: the ball is at your feet. The crowd is roaring. The moment is yours to seize. Will you rise to the occasion and lead your clients to experiential marketing glory? The choice is yours, but one thing is certain—the branding landscape will never be the same.