World Cup PR Is Tough. Look Beyond Sports Writers
Securing earned media in sports coverage has always been challenging. As the World Cup approaches, that challenge becomes even more intense. But there are ways for publicists to improve their chances, especially by rethinking who they target.
For decades, the “big three” sports — football, baseball, and basketball — dominated daily coverage in newspapers. Other sports followed behind, including boxing, horse racing, and hockey.
Today, that level of routine coverage has shifted. Many major outlets now focus more selectively on sports, often emphasizing playoffs, major events, or broader business and cultural stories. At the same time, coverage has expanded to include emerging sports and increased attention to women’s athletics.
Soccer, once less visible in U.S. media, now receives regular coverage. With the World Cup set to take place across North America, media attention will increase significantly, both in the U.S. and globally.
While coverage patterns have evolved, some publicity tactics have not. Using athletes as spokespersons remains common because it can be relatively easy to secure interviews. However, those interviews often focus primarily on the athlete, with only brief mention of the sponsoring brand. As a result, key messaging may not fully come through.
This creates an ongoing challenge for publicists, particularly those working to secure meaningful earned media for brand sponsors.
One way to address this is to expand beyond sports reporters.
Many publicists continue to focus primarily on sports journalists. But sports writers are typically assigned to cover games, scores, and team developments. There is often limited space for brand-related stories, and some editors may view marketing-driven content as outside their scope.
Taking a broader approach can open new opportunities.
For example, a sports-related story can be positioned for health reporters, business journalists, or lifestyle media, depending on the angle. Topics such as training, equipment, injuries, or the business of sponsorship can resonate with a wider range of outlets.
In practice, this approach can take different forms. Athletes or experts can be included in discussions about health and fitness, technology, or broader trends. Retired athletes can offer perspective and context that appeal to feature writers. These angles often align more naturally with the interests of non-sports media.
As the World Cup approaches, publicists may benefit from a multi-part strategy:
• Work with a well-known soccer figure to explain the fundamentals of the game for broader audiences
• Organize youth clinics tied to community engagement
• Engage medical professionals to discuss common soccer-related injuries and prevention
• Offer business media access to executives who can speak to the value of sponsorships
Preparation is also important. Spokespeople should be ready to incorporate key messages naturally into interviews. Providing supporting materials, including quotes and background information, can help reinforce those points.
The main takeaway is straightforward. Focusing only on sports reporters can limit results. There is a wider media landscape that may be more open to sports-related stories when they connect to broader themes.
In today’s environment, publicists who think more broadly about media targets may find stronger opportunities for earned coverage.
And in many cases, the most effective way to gain attention around sports is to look beyond the sports pages.
