World Cup Fans Are 6x More Likely To Care About Health And Wellness

The World Cup audience may be more receptive to messages from grocery chains, meal-kit services, and the like.

The World Cup audience is 6x more likely to care about health and wellness and to be involved in activities like meal planning, according to new research from Lotame — indicating that the World Cup season offers a valuable opportunity not just for sports and athletic-related brands, but grocery chains, meal-delivery kit services, and more.

With the World Cup now in full swing, many marketers will have already planned their media strategies around the matches. But the research — based on Lotame’s soccer fan audience profile comprised of thousands of permission-based online behaviors from 86 million identified soccer fans — indicates that there are still plenty of chances for brands to reach consumers through social content, targeted messages, and more throughout the tournament.

“The 2018 World Cup will add $2.4 billion to the global advertising market,” Lotame said in a statement. “For brands and marketers, the tournament delivers valuable opportunities to reach audiences not just through TV, but digitally, online.”

A Social Score

In addition to the World Cup audience being 6x more likely to be meticulous about meal planning and focusing on fresh and organic food options, soccer fans are also 8x more likely to have a vegetarian or vegan diet.

What does this mean for marketers? First, that brands who might not have thought they’d have a natural World Cup tie-in should take note. Whole Foods or Blue Apron might not scream “soccer,” but these health-conscious foodie fans may be more likely to take note of their offerings.

This might mean building an advertising strategy around this World Cup or future major soccer events. But it’s easy for marketers to get in on the action even at the last minute with smart social posts, like tweeting or posting on Instagram during the matches — or exploring in-stream or stories ads on Instagram designed to follow World Cup highlights and reach fans. As a bonus, social media posts with a real-time event tie-in have been shown to boost sales.

“For CPG, QSR and retail advertisers seeking to share food and beverage campaigns with a captivated World Cup audience online, healthy options will be in-demand,” said Ryan Rolf, Vice President of Data Solutions at Lotame. “Our data suggests that soccer fans are all in on a healthy lifestyle. That theme should be prioritized in any campaigns or messaging during the tournament.”

About The Author
Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.