World Cup 2018

The last World Cup held in Brazil engaged record numbers on social media. This was replicated during the Rio Olympics, touted as the most consumed Olympic Games in history. The FIFA World Cup is only a few months away and whilst football fans are some of the most fervent and passionate individuals, there are some engagement hurdles that the tournament is facing. Internationally, Russia’s 11 different time zones means 40% of the world’s population will be asleep when the matches are being played. Locally, telco Optus has the streaming rights for the Cup, with only one match per day available on SBS.

Our take

Considering all of this, how will publishers and sponsors wake up their audience and engage fans in the content they are desperate to see? Despite the huge fan interest in this event, the unprecedented hurdles will call for innovative content delivery.

The time differences and the limited free access to games in Australia will impact how individuals consume the tournament. Rather than watching big matches in full, more short-form video content that captures key moments is expected to be the primary way of getting football content from across the world.

Like the Olympics, social media will play a key role in World Cup engagement. Apps such as Reactoo, Fanreact and YouTube are anticipated to be popular platforms to view action videos and highlights of the tournament.

Stephanie Kha

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