Important Update: Pivoting Plans for Fútbol Fandom EXPO

Pivot Plans for Fútbol Fandom EXPO

Dear Kansas City, our team has decided to pivot our plans regarding our expo and regretfully we are canceling the event. We were unable to meet the tipping point to ensure the event would be beneficial for our sponsors and attendees.

As marketers, our responsibility is to share great marketing opportunities on the horizon and the growing soccer fandom. Unfortunately, while our team worked diligently, many advertisers are withdrawing their soccer marketing plans or refraining from taking any action. This is regrettable, as these games offers the largest sporting and marketing event in history. However, this is not a complete loss, as we have learned valuable lessons from this experience.

Tariffs on the Economy

While it is unfortunate that many are not taking advantage of the momentum of the fútbol fandom, the economy has influenced a significant impact on marketing plans. There are some lessons we have learned. Firstly, the economy has a significant impact on marketing plans. We commenced planning the expo in January 2025. Since then, our nation has faced unexpected tariffs imposed on imports from around the world. Many companies have stated that they are postponing plans due to the uncertainty surrounding tariffs and the potential for consumers to bear the tariff cost. Whether it is chocolate, wearable electronics, or clothing, most of our goods are imported. Given that American businesses, both large and small, are experiencing a “chaotic” economic present and future, many have decided to defer making marketing decisions.

Latino Consumers

Nielsen and Major League Soccer recently shared that "one in three soccer fans are Hispanic", yet many brands have yet to engage and activate young Hispanic fans. This is largely due to the advertising industry’s lack of diversity. This lack of engagement is regrettable, as future international soccer games being held in North America, presents brands with the greatest opportunity to activate Latinos before, during, and after the games. Nielsen and other reports indicate that U.S. Hispanic consumers are the fifth-largest economy in the world and one of the youngest and fastest growing. These engagements yield significant long-term benefits, as Hispanic consumers are known for their brand loyalty and are more likely to bring family members to the brand.

Under Informed American Brands

If you have ever attended an international soccer game, you can relate to its grandeur, akin to the Super Bowl sized event. Kansas City and other North American cities are poised to witness an equivalent of six Super Bowls within two months 2026. However, given that soccer continues to attract a growing fan base, many individuals have not had the opportunity to experience or witness this fandom firsthand, as their international and Latino counterparts have. Consequently, a significant portion of the population remains unacquainted with the magnitude of this global event. This lack of awareness emerged as a significant factor contributing to the decision of brands to suspend their marketing endeavors. 

With these lessons in mind, our team is working on pivoting and continuing to utilize the Fútbol Fandom name recognition we have created. I’m excited to say we have some great new marketing plans to continue. Many soccer clubs were eager to attend the expo and believe in the growth of fútbol fandom. As we plan our next steps, we remain confident that opportunities exist, and we are committed to keeping you informed and supported. 

Finally, we are enthusiastic about big ideas such as the Fútbol Fandom Expo and engaging with Hispanic audiences. With this in mind, we believe we can leverage our expertise to benefit any brand. As you progress as an organization, SEGURA Marketing remains a resource for you to consult and develop culturally relevant and engaging ideas for growing Hispanic audiences. 

We also hope that we can still help to promote regional brands to clients as a potential place for them to connect with the growing fútbol fandom. 

Si se puede! 

Gracias, 

Nicholas Segura - Founder