Dame Heather Rabbatts DBE discusses why culture is key to football conquering the US after the World Cup

Football has been a pivotal part of British culture for decades, but the last month alone has seen the drama of the Premier League climax, the success of Crystal Palace and Aston Villa in Europe and the wide fascination around ‘Spygate’. Arsenal’s victory parade attracted 1.5m people, making it the biggest celebration parade on record, with attendees representing a diverse cross-section of society. It’s clear in the UK, the birthplace of the modern game, football has transcended into the broader public consciousness in ways other cultural events rarely do. 

With the World Cup underway, the question for brands is how they can tap into this legacy as the biggest competition takes place across the US, Mexico and Canada.  Think how other cultural fields have formed natural alignments with the sport over the years. From music (is it really 60 years of hurt already?) to fashion to film, TV and gaming, the ecosystem around football is culturally rich and extends into every section of society.

The game on the pitch is at the centre of the tournament, but the ripples will spread across culture in a way that no other event can equal. 

Just days in, things are already intense. Commercially, that offers sponsors a huge opportunity. But they must also break through the noise to gain attention. The brands that harness the cultural forces that flow around the World Cup will be the most effective at fuelling desire among fans, driving demand for their products and delivering growth for their brands. This is where their cultural power matters. This is the value a brand generates from its ability to shape and participate in culture and the commercial return that influence delivers. For brands, the World Cup has presented the ideal chance to lean into the sport and blend its influence with their own.

Cultural power

Football has immense cultural power, and for brands the opportunity is in how they tap into this to reach new audiences. Take Lego. It’s not a brand that’s got a natural football connection, but it is one that has long understood the potential for cultural power to deliver commercial return. It has built an impressive range of entertainment licences from Star Wars to Harry Potter. More recently, its work in Formula 1 has redefined how a sports partnership can be brought to life. Now, it has created a World Cup-themed product range that includes a life-sized trophy and sets featuring models of Lionel Messi and Cristiano Ronaldo. It also broke the internet with a brilliant ad that also featured Kylian Mbappe and Vinicius Junior playfully battling over who got to build the Lego trophy.

Adidas, meanwhile, a football brand at its core, has borrowed from Hollywood for its US-themed World Cup campaign. Timothee Chalamet leads an ensemble cast of current and former players from across the world, emphasising how football can branch into other cultural arenas in a seamless fashion. It’s a mash-up that gives Adidas credibility to talk to UK, American and European audiences by showcasing its connections to icons on a global scale.

In comparison, Burberry, a brand that for years shied away from an overt football terrace association – despite the crowds placing huge cachet on its classic check – is now embracing football once again with a campaign that breathes Britain. A culturally diverse cast featuring Stephen Graham, Rosie Huntington-Whiteley, Romeo Beckham and Eberechi Eze celebrates match-day camaraderie and the spirit of football fandom. It’s authentic to the British experience of game day, and ties into the prestige of the celebrity faces while appealing to a wider audience nostalgia through its storyline.

World Cup possibilities

The seemingly infinite creative possibilities the tournament offers means there is a way in for brands in a multitude of sectors, not just those with long-term associations with the beautiful game. 

At the heart of these campaigns, and the key to driving cultural power, is an understanding of what makes football fans tick. Getting inside the heads of devoted supporters can unlock a creative approach that delivers a real Return on Cultural Power (ROCP). Moving the brands from an ad that appeals to audiences, to a real return on investment by drawing on the cultural influence of those featured and the emotional connections to the sport.

Despite the incredible noise, perhaps one big question remains. Will cultural power enable brands to succeed through football (soccer?) in the US? This year’s ads have tapped into the collective power of stars from actors to musicians, and it might be the push needed to bring the sport into the cultural discourse in the US. Football isn’t just for Europe, Asia and South America and this World Cup brands have mobilised to capture US attention.

Dame Heather Rabbatts DBE is Executive Chair of M&C Saatchi plc