Get your client in front of World Cup fans

With all the buzz surrounding the World Cup, soccer is as hot in the U.S. right now as it ever has been.

Sunday’s group match between the U.S. and Portugal set a ratings record for ESPN, and overall viewership and World Cup-related social media activity have been strong throughout the tournament.

Engaged audiences are always attractive to advertisers, so here are seven ways out-of-home advertisers can capitalize on World Cup fever now and in the coming months.

1. World Cup viewing parties

There are still nearly two weeks left of the Cup, meaning lots and lots of viewing parties to come.

There are a number of ways for brands to promote themselves at viewing parties.

Some parties are held outdoors and can attract thousands of revelers, an ideal atmosphere for street teams and promotional giveaways. A brand might distribute branded “Go USA” signs, or other branded party favors such as noisemakers, sunglasses, beaded necklaces or T-shirts.

Parties held indoors at bars and restaurants work well for beer or liquor brands. A brand could offer discounted or free drinks when a particular team scores or even take over the venue by sponsoring the entire party.

2. International Champions Cup

Kicking off just 10 days after the World Cup final, the Guinness-sponsored International Champions Cup will be a good time for advertisers to get in front of soccer fans while the World Cup memories are still fresh.

Launched last year and expanded in 2014, the ICC is a 12-city, eight-team exhibition tournament airing on Fox Sports and featuring well-known clubs from Europe: Real Madrid, Manchester United, Manchester City, Liverpool, AC Milan, Inter Milan, Roma and Olympiacos.

Matches will be played in Charlotte, Minneapolis, Philadelphia, Ann Arbor, New York, Dallas, Chicago, Washington, D.C., Pittsburgh, Denver and Berkeley, with the final Aug. 4 in Miami.

Six to 10 main sponsors will be present at each of the competition’s games on TV-visible field signage and other inventory within the stadiums, and many will also be on hand outside the stadiums to interact with fans before and after the games.

There are also on-site opportunities for other local and regional advertisers in each market.

3. Major League Soccer

Launched in the 1990s, Major League Soccer continues to grow.

The league currently has 19 teams, 16 in the U.S. and three in Canada. Squads from New York and Orlando will join the league next year, with another in Atlanta joining the following year. The goal is to expand to 24 teams by 2020.

Average attendance so far this season is 18,496 per game, off slightly from 18,608 for the entire 2013 season.

Seattle has the highest average attendance, averaging more than 40,000 fans per game.

Opportunities at MLS games are similar to those at most other sporting events, such as signage, video ads on scoreboards, PA announcements and on-field stunts and promotions. Also, MLS is one of the few U.S. sports leagues to allow advertising on player jerseys.

4. North American Soccer League

The NASL is a 10-team professional league a tier below Major League Soccer. The league has teams in Atlanta, Carolina (Raleigh), Edmonton, Fort Lauderdale, Indianapolis, Minneapolis, New York, Ottawa, San Antonio and Tampa Bay, with expansion clubs in Jacksonville, Oklahoma City and Virginia launching next year.

The quality of play is a step below MLS, as is average attendance. Most NASL teams average between 3,000 and 6,000 fans per game, although Indianapolis averages slightly above 10,000.

The smaller crowds mean less exposure for advertisers and sponsors, but they also mean lower rates and the ability to be more creative with stunts and promotions-think minor league baseball versus Major League Baseball.

A handful of games are televised locally and online, giving advertisers and sponsors added exposure.

5. National Women’s Soccer League

The NWSL debuted last year, one in a long line of U.S. women’s leagues that have tried to make it over the past 15 years.

There are nine teams: Boson, Chicago, Kansas City, Houston, Portland, Seattle, New Jersey, Washington and Western New York.

Games average about 4,200 fans, although Portland averages an impressive 13,320.

6. College soccer

Soccer is at the bottom of the heap in terms of attendance, though it’s a good investment for local advertisers hoping to brand themselves.

Only about four dozen men’s and women’s Division I teams average more than 1,000 fans per game, with the top men’s team averaging slightly above 5,000 and the top women’s just under 3,000.

The college season is played in the fall, and the Division I season ends in the College Cup, a 48-team NCAA tournament for the men and a 64-team tourney for the women.

As is the case with all NCAA championships, advertising and sponsorship is very limited and open only to the organization’s official partners.

7. Pubs in soccer-loving cities

In late summer and early fall the big European leagues kick off their domestic seasons, and expanded TV coverage in recent years has led to increased interest in the U.S.

For the first time last season NBCUniversal made every match from England’s Barclays Premier League available on U.S. TV, with many airing on its broadcast and cable networks and the rest airing on demand.

It’s common for soccer pubs in markets across the country to be packed on Saturday and Sunday mornings with fans watching the weekend’s big matches.

Just like World Cup viewing parties, brands can target fans by running promotions at the pub, bar or restaurant, or run other programs such as street team giveaways and product sampling.

Tags: advertising world cup, out of home, out of home advertising, World Cup, world cup advertising, world cup ratings