By Gavin Dunaway, Senior Product Marketing Manager
The first World Cup I truly remember was 1994—the last time it was held in North America and the first decided by penalty kicks. My best friend was the son of an Italian diplomat, so we were all-in on Roberto Baggio. It was a real-life “Casey at the Bat” moment when Baggio whiffed that clutch penalty, handing the title to Brazil.
Beyond that stunning defeat, I remember the energy. Growing up outside DC in an international community, the excitement at the International Monetary Fund (where my father worked) during the tournament was unlike anything I’d ever seen. Super Bowls and NBA Finals didn’t compare to the drama of the World Cup – and the passion that global audiences have for soccer remains unmatched.
As we approach 2026, that energy is back, but the cost of entry for advertisers has changed. A 30-second spot during the World Cup now averages $250,000—a 20–30% jump from 2022*. For programmatic buyers, the lesson is clear: the real ROI isn’t in the live game; it’s in the shoulder content.
Go Where The Action Is (and the Costs Aren’t)
While the 2022 final peaked at nine million streams*, focusing solely on in-game inventory misses the bigger picture. Passionate soccer fans don’t stop engaging with the tournament when the final whistle blows.
Pre-event coverage, post-match analysis, highlights, and behind-the-scenes features—also known as shoulder content—offer a longer shelf life and higher intent, living on as VOD and social clips, providing advertisers an efficient avenue for engagement days after the match ends.
The numbers back up a diversified programmatic strategy. Soccer-centric news sites see a +115% spike in traffic during the tournament*, giving programmatic campaigns on shoulder content a significant targeting advantage.
Why lob expensive long balls during the game when you could be taking real shots on goal with 1st-party publisher data and 3rd-party segments? When you go beyond the match, it’s easy to connect with fans of specific teams with hyper-relevant, impactful advertising with a shelf life far beyond the traditional 30-second spot – all at reasonable CPMs.
Euphoric Afterglow
Data shows that fans experience a “euphoric afterglow” when their team wins. During this window, fans are 47% more likely to respond to brand offers compared to a baseline environment.
Because live viewers are often hyper-focused on the action, they’re prone to ad blindness during breaks. Shoulder content consumers, on the other hand, are leaning forward, actively searching for stats and commentary, making them far more receptive to high-impact creatives like: real-time countdowns to the next knockout round, interactive quizzes on tournament history, and shoppable carousels featuring custom apparel.
The Final Whistle
While the World Cup may be a one-of-a-kind phenomenon, an advertising strategy that drives ROI from targeted fan engagement on encompassing content is a winner for any sporting event.
With linear costs rising, smart media buyers are diversifying. By shifting advertising dollars toward reaching highly-engaged audiences on shoulder content, brands can win during any and all major sporting events.
Sports are about more than just the match—they are about the fandom. Advertisers who immerse themselves in that encompassing content will be the ones driving the most ROI this summer—and beyond.
*SambaTV World Cup Data
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