Tantra Analyst

U.S. tech giants, known for their innovative technologies, are now venturing into the world of soccer. Why? Consumers are diverse, and different things resonate with people of various regions, age groups and interests. As a result, it is always a challenge for marketers in the tech space to reach potential customers and influence their decisions. Finding a shared passion across a large swath of consumers and connecting them emotionally is akin to finding a gold mine.

As the most popular global sport with a passionate and loyal fanbase, soccer is an example of one such gold mine. It can offer opportunities for global brands to connect with consumers. Soccer boasts a fanbase of an estimated 5 billion people worldwide, according to FIFA. The sport is on a strong growth trajectory in the U.S., especially among GenZ and Gen Alpha, Sports Business Journal reported. The U.S., Canada and Mexico are also hosting the highly anticipated FIFA World Cup in 2026.

There are thousands of professional clubs across 135 countries. As I see it, league soccer has transformed the sport into a structured, competitive and commercially viable enterprise. It has brought consistency and enabled player, team and overall sports development. Most importantly, leagues have made soccer a fertile ground for fan engagement and an excellent channel for marketers.

Some tech companies are taking notice.

Tech Companies Entering The Soccer Arena

One example is Qualcomm, a client of mine. The company signed a sponsorship deal with British soccer team Manchester United. This deal gives Qualcomm the exclusive right to display its consumer brand on the front of players’ jerseys. It also pulled in its partner, Microsoft, to feature its Copilot+ PC branding on the back of shirts for select matches.

Manchester United is one of the most celebrated teams in the Premier League. It has won a record 13 titles since the league was founded in 1992. The team reportedly has about 1.1 billion fans worldwide. Most importantly, it is among the most loved teams in China and India, which are big markets for U.S. tech companies.

The deal was initially reported for three years for $225 million, with an option to extend for two more years. But interestingly, both parties quickly exercised the option and extended it to five years. The content created for the sponsorship has amassed more than two billion digital media impressions, which was more than any previous partner launch in the club’s history.

Other U.S. tech companies have realized soccer’s potential and started on this path as well. For example, Amazon signed a multi-year deal with the U.S. National Women’s Soccer League.

Some companies are even collaborating with soccer teams to improve their operations and fan experience. For instance, Google Pixel officially partnered with England Teams, Arsenal Football Club and Liverpool Football Club, which will help “improve the visibility of women’s football,” according to Google’s website. Similarly, Apple signed a 10-year deal with U.S.-based Major League Soccer to exclusively stream the matches on Apple TV. This aligns with the MLS’s goal to avoid a “fragmented viewing landscape“ for fans.

Maximizing The Value Of Sports Partnerships

For companies that are currently only collaborating, helping teams with technology or watching from the outside, my strong suggestion is to go bold, just like Qualcomm and Manchester United. Leverage the popularity of soccer and its beloved teams for your marketing and brand building. This could be a win-win proposition for both parties.

1. View partnerships as more than promotions. Partnerships like these should not be seen as a simple transactional promotion; they can go far deeper. Many fans idolize soccer players and make them part of their lives, from adoring their posters on their walls to using them as inspiration. A well-placed brand identity, like your company’s logo on jerseys, goes everywhere the images of the players go.

2. Cultivate long-term brand loyalty. A large portion of soccer’s fan base is young. As they grow, so can the brand. Using brand nostalgia marketing can be very effective.

3. Leverage social media to further boost engagement. There is an abundance of opportunities to use sponsorships for marketing through various social media platforms. Soccer can be used to create a range of interesting content that appeals to a brand’s target market segments. When you distribute that content through a plethora of channels, be it YouTube, TikTok, Instagram or anything else, you not only promote the company but also associate the brand with the characteristics of the players. This can help amplify your brand messaging and promise.

The strong traction of the deals I described above shows their promise. Suffice it to say, “When you find a gold mine, mint it to the maximum.” I am sure many companies will be closely watching the impact of these sponsorships and partnerships during the next soccer season. If these brands are successful, I have no doubt that many other tech companies with deep pockets will consider tapping into soccer’s global reach and the affinity of its fans for technology brands.