Maisie Lloyd
Maisie is the Digital Content Manager at Intelligency, handling all things creative for the agency. Her experience centres around the production of digital content, pertaining to graphic design, writing copy, and video and audio content.
Is advertising during a sports game an effective way to spend ad budget?
You may be wondering whether investing in advertising during the World Cup is the right move for your business. The answer depends on several factors. Are your business and product offering suitable for this type of exposure? Do you have the budget and resources to secure ad space, whether pitch-side, online, or during broadcast ad breaks?
These are the key questions businesses must consider when evaluating the practicality of World Cup advertising. For established brands, the risks are relatively low compared to those faced by SMEs.
Take major brands such as PepsiCo. They can launch high-impact campaigns with less risk because their brand is already widely recognised, and they typically have larger budgets to produce memorable, visually impressive advertising. Smaller brands, however, face a greater challenge. If their campaigns fail to stand out, they can easily fade into the background amongst the noise of global competition.
What are the regulations around advertising for FIFA games?
Advertising during FIFA events is subject to several regulations and broadcasting standards, including:
· Gambling and alcohol advertisements cannot appear in areas affiliated with under-18 audiences, such as junior club sections or youth kits.
· Campaigns must not imply official endorsement or representation of clubs without authorisation.
· Foods and beverages high in fat, sugar, or salt cannot be promoted before the 9 pm watershed.
· Ofcom regulates television advertising time, with commercial breaks generally limited to around 12 minutes per hour.
Does the placement of ads matter during the World Cup?
Placement is critical, regardless of the advertising format. Whether ads appear on websites, pitch-side banners, social media feeds, or during half-time breaks, placement directly impacts visibility and audience engagement.
Effective placement increases the likelihood of capturing viewers’ attention, improving brand recall, and ultimately generating a stronger return on investment (ROI).
Securing ad campaigns during sporting events
The strategy brands choose during the World Cup can significantly influence campaign performance.
For smaller brands, lower-risk strategies such as paid social and browser advertising are often more practical. These channels allow businesses to target audiences affordably without directly competing for premium placements against globally recognised brands.
Brands looking to expand their paid advertising strategy may invest in options such as newspaper takeovers, allowing them to dominate a publication’s homepage or digital front page for a set period.
Larger brands, meanwhile, often pursue premium placements such as pitch-side advertising, sponsorship deals, or impression-based broadcast packages. Sponsorships, in particular, are highly effective during major sporting events, helping to create strong associations between a brand, its products, and global competitions such as the FIFA World Cup.
Ultimately, successful World Cup advertising comes down to strategy, placement, and audience relevance. While global brands may dominate the biggest spaces, smaller businesses can still achieve strong results through targeted, well-positioned campaigns that align with both their budget and objectives.
