The World Cup is here again and it’s very late. That’s because it is being hosted by Qatar where the heat is so unbearable that they had to delay it from the normal July schedule. If you are unfamiliar with this tournament, it features eight groups (A-H) of four teams that play a three-game schedule against their group members (round robin pool).

The games begin on November 20th and end on December 18th. The United States Men’s Team (USMNT) has qualified and looks to have an opportunity to go far given the competition in their group.

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The USMNT are in Group B along with England, Iran, and Wales. Currently the Americans are ranked #16 in the world. England is #5, Wales in #19, and Iran comes in at #20. It’s a competitive group, but the USMNT has been playing well. Their first game is on 11/21 against Wales, followed by England on 11/25 and finishes with Iran on 11/29. This should be an exciting group with the quality spread so tightly among the teams.

Other highly ranked teams include Brazil (the favorite to win), Belgium, Argentina, and France. Because the games are being played in a time zone that is 8 hours ahead of the East coast, many of the starts are before you open. However, the USMNT plays all of their games at 2pm ET. This means a great lunch marketing opportunity on the West coast and some mid-day traffic in the East.

Marketing the World Cup

Marketing the World Cup should be fun. You can run a bracket style predictive program like March Madness or reward guests for frequent visits during the tournament. Of course, it comes at a time when you are likely to already be busy, but you can never have enough early day business. And be sure to let your guests know what matches you’ll be showing and when via email, social media, your website, and, of course, your TV screens and digital signage.

No matter how you approach it, you will at minimum see folks who are serious fans of footie (what the Brits call soccer). Have a great tournament and let us know how it went in the comments below.