Here are the recommended reads for this week and why they matter:
This week’s stories highlight two equally relevant trends in consumer behavior and what they mean for marketers looking to build stronger, lasting relationships. In the U.S., soccer’s growing popularity ahead of the 2026 World Cup is opening new opportunities for brands to connect with fans through live sports and cultural moments. At the same time, the rise of “shadow buyers” reveals how more purchase decisions are happening outside traditional funnels, underscoring the need to invest in visibility, trust, and influence earlier in the journey.
With the 2026 World Cup being co-hosted by Mexico, the U.S., and Canada, marketers are eyeing a unique opportunity to tap into the growing U.S. soccer audience. According to The Harris Poll’s Sports Momentum Index, nearly 75% of Americans are interested in the sport, and 45% say their interest is increasing.
Soccer may not yet rival football or baseball in cultural status, but 70% of fans say the North American location makes them more enthusiastic about the tournament. The findings suggest that brands must adapt their strategy for an American audience, focusing on authentic experiences and the unifying appeal of live sports.
A growing share of today’s buyers are operating in the “dark funnel,” where interest and decision-making happen outside traditional, trackable channels. These “shadow buyers” avoid ads, gated content, and lead forms, leaving them invisible to demand generation. Instead, they rely on peers, communities, and independent research before engaging directly with a brand.
Marketing consultant and writer Linda Pophal notes that this trend requires a new approach: rather than relying on gated tactics, brands should build trust earlier through thought leadership, consistent visibility across channels, and valuable, ungated content. The aim is to establish credibility and presence where buyers are already seeking answers, positioning the brand strongly when purchase decisions are made.
In Summary
Soccer’s rising influence in the U.S. and the growing presence of “shadow buyers” may seem unrelated, but both point to the same challenge for marketers: the need to meet audiences where they are. Whether it is creating memorable experiences around a global sporting event or staying visible to buyers who make decisions outside traditional funnels, long-term success depends on building trust, relevance, and authentic connections that endure beyond a single campaign.
Check back next week for another roundup of Media That Matters.
Rob Wyse is Senior Director of Communications at Optimove.
As a communications consultant, he has been influential in changing public opinion and policy to drive market opportunity. Example issues he has worked on include climate change, healthcare reform, homeland security, cloud transformation, AI, and other timely issues.
