A question I keep hearing from clients is – I know the World Cup is coming up and I want to make the most of it, how do I prepare? The answer is there are several different approaches – direct partnership, SEO/GEO, and paid or a combination.
How Do I Partner with the World Cup?
For other World Cup sites it may be different but for Dallas businesses you’ll want to officially register. Interested in becoming a direct partner as a local supplier for goods/services at the World Cup events? Contact the North Texas Business Connect Program and register today or submit a RFP. Alternatively, you can apply through the Arlington Chamber of Commerce, HERE. Lastly, 97.9 The Beat has a great breakdown of the above along with some other even more local opportunities to explore.
What Are the Important Parts of the World Cup to Be Aware Of?
FIFA also has additional resources for businesses in Dallas including the Community Engagement Playbook covering guidelines, opportunities, important dates, a map of events, and more. Here are some of the key points:
–Important Dates: The days of matches in Dallas are June 14th, 17th, 22nd, 25th, and 27th (Group Stage) June 30th, July 3rd, and July 6th (Knockout Rounds), and July 14th (Semifinal)
–Important Locations: the tournament matches at the Dallas Stadium in Arlington Texas, the International Broadcast Center at Kay Bailey Hutchinson Convention Center Dallas, and the FIFA Fan Festival at Fair Park.
–Brand Guidelines: are you an Official Dallas Host City Supporter? You’re clear after approval. Not official and no approval? Not in the clear to leverage the FIFA/World Cup brand. There are some brand assets that can be used for not official; however, none of the items that are “FIFA World Cup” or official aspects of the cities/communities participating are legally usable. Tread lightly. What FIFA suggests for local businesses – “Collaborators, such as CVBs, Chambers, Public Improvement Districts/Business Improvement Districts, can still support tourism and the guest experience during the World Cup by focusing on location, hospitality, and general celebration of international sport and culture.” In other words – be generic and non-brand to FIFA or the World Cup. Photos of soccer players competing and things that do not feature the FIFA brand itself are fair game. I think there’s some wiggle room here to be creative while remaining off-brand but relevant.
–Public Viewing/Licensing: the important aspects to keep in mind for this are 1) understanding if your event is commercial or non-commercial and 2) if non-commercial, understanding if your event might be small enough to be exempt from official licensing. Is your event commercial, i.e. are you planning to make money directly from the event (admissions) or retail (sales)? Then you’ll most likely need a license. How to apply for a license? Fox and Telemundo have the broadcasting rights in the U.S. so it’s them you’ll want to get in touch with. You can apply for a public viewing license – HERE. Another factor to note – will the viewing experience be on your own property or public? If public, you’ll need to obtain those permissions/licenses from those respective municipalities.
Newsletter: want to stay on top of all announcements, changes, or others news for the World Cup? Sign up for the official newsletter.
What Are Some Other Ways to Get Involved with the World Cup?
There are also some other ways to get involved with the community:
–Mini Pitches: fun, interactive spaces to play the game (also probably the most fun I’ve ever had playing soccer personally, a kid’s dream). This would be to apply to hold a pitch in your space or propose to be a partner for a public one. Apply HERE.
–FIFA Fan Festival Performances: are you an entertainer and want to be part of the fun? FIFA is seeking to source the best of DFW culture and would love to add your act. Submit HERE.
–FIFA Fan Festival Local Food & Beverage: are you a culinary king or queen? Are your beverages delectable? Sign up to be featured in the FIFA Fan Festival at Fair Park. Tell FIFA more HERE.
–Restaurants & Venues: do you want to be a node of the fan network and community in Dallas for the World Cup? FIFA is looking to work with the best that Dallas Fort Worth area has to offer. This is a big opportunity to be featured in the official guidebook. Apply HERE.
Other Brand Advice?
Enjoy the moment. Celebrate the moment. The world kind of sucks right now no matter the aisle you walk. Be focused on the good. Highlight the culture of Dallas and those of the world including the United States. Have some fun with it. Be mindful of the official licensing and partnerships in FIFA’s ecosystem and make it all work for you with your own creative content that captures. Need some pointers? We can help.
World Cup Content
What is something someone looking to find a place to watch the World Cup might type into Google Search or their AI tool? What’s your business? What products or services do you offer? The intersection is your content strategy for the World Cup. “Where to watch the World Cup” will probably be one of the most popular keywords. Do you have a content strategy or at least a page speaking to how you are approaching the World Cup? The game of SEO/AEO/GEO is a slow one. It relates to the strength of your brand and what can be publicly scrapped off the internet. The slower you are to produce the content, the less likely you’ll be featured come game time.
Not sure where to start with this work? We can help.
