Xfinity Fútbol Connection FIFA World Cups

In 2022 Xfinity gave NBCUniversal a challenge: to organically integrate an intangible product; their WiFi service and its reliability messaging, into two of the biggest sports tournaments on the planet: the FIFA Men’s World Cup Qatar 2022 and the FIFA Women’s World Cup Australia and New Zealand 2023. And so, “Fútbol Connection” was born! A fan first, custom, integrated marketing campaign, led by innovation bringing US Hispanic aficionados in the States and in the host countries closer together. This while providing exclusive content not seen in our broadcast, fan participation in our coverage, and up to the minute match highlights for those who were still in bed sleeping, or at work. This 360 comprehensive integrated campaign included activations on linear with daily in-show exclusive dedicated segments, in addition to a social-first franchise on TikTok and Instagram.
“Fútbol Connection” was a complete success delivering an immersive fan experience and garnering exceptional viewership engagement for lasting brand favorability, like:
Excitement measured via Biometrics: +34% greater emotional engagement with the partnership.
Soaring Consumer Sentiment: 3 in 4 strongly agree that the virtual studio sponsorship was an important and immersive part of the WC that enhanced the overall viewing experience.
Quality Sponsorship Exposure: +55% greater value (based on # of equivalent 30-sec units delivered by in-program elements).
Lasting Brand Impact: +50% increase in positive brand opinion vs. competitive WC English Language sponsorships.