I am a casual sports fan. In fact, that's an overstatement. My obsession with soccer peaked in high school. After I got cut from the varsity team tryouts, my life was a blur of non-sports related activities. I recently got back into this glorious sport, however, for the Copa America Centenario. So why and how did this specific tournament help bring out the inner sports nerd for many casual sports viewers? Here's how.
Save for a few recent World Cups, I ironically watched "big game" events like the Super Bowl to make fun of them. I admit, I did enjoy the communal excitement surrounding these annual events. That's what makes the Copa America such a special occasion for the broader American sports fan. In fact, the U.S. has slowly but surely learned to accept and love soccer. The overwhelming support began in the 2014 World Cup and erupted when the U.S. women's team won the 2015 World Cup, setting television records along the way. Tapping into this swelling excitement, Fox Sports, who secured multi-platform coverage of the event, aired a commercial featuring Kobe Bryant. In the ad, Bryant appeals to those who want to be a part of the sports world's most momentous occasions. He explains that "This is no friendly match. This is the championship of the Americas. The road to Russia starts here." Using social proof, marketers are attempting to up the viewership through the sheer magnitude of the event.
Besides the fact that advertisers are capitalizing on the growing popularity of soccer in America, they have one more point of leverage. This event marks the first time that the U.S. has hosted a soccer tournament of this magnitude since the 1994 World Cup. That's 22 years without a proper, big-stakes match to occur here. Not only that, but it's also the first time this specific tournament has been held on American soil, despite being the oldest international continental football competition. This 100-year-old tournament and other major soccer tournaments typically happen every four years. The frequency and rarity of having it so close to home has created a sense of exclusivity. Sports networks and stadiums are betting on the event's landmark nature to make it a Copa America for the books, in terms of viewership and ticket sales, of course.
But what would an international sports event be without internationally-recognized sports talent? For many U.S. fans, it will be the first time ever they get to see their favorite, world-class players play in an important match. Casual sports viewers can marvel at the fancy footwork by top-of-their-game players like Lionel Messi, Luis Suarez, Chicharito Hernandez and more. Even the most casual sports fan can appreciate the level of talent that will be broadcasted this June. Brands like Coca-Cola are even using these Western Hemisphere sports stars for their current marketing campaign. Coca-Cola featured Mexico's Jesus "Tecatito" Corona for their "Just a Kid" campaign which inspires young athletes to overcome adversity through motivating storytelling.
Regardless of what kind of sport you like, the Copa America is taking place during the perfect conditions to create the most excitement possible and brands are doing as much sports marketing as they can. As for the rumors that the U.S. might become the permanent host of the tournament, it could detract from its current exclusive factor.
Will you be watching the Copa America this year? Let us know in the comments below.