{"id":160952,"date":"2026-04-02T09:43:56","date_gmt":"2026-04-02T14:43:56","guid":{"rendered":"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/none\/\/"},"modified":"2026-04-02T09:47:54","modified_gmt":"2026-04-02T14:47:54","slug":"mundial-fifa-2026-oportunidades-marketing-espana","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/es\/descubre\/blog\/paid-media\/mundial-fifa-2026-oportunidades-marketing-espana\/","title":{"rendered":"C\u00f3mo el Mundial de la FIFA puede ayudar a las marcas a generar conexiones relevantes"},"content":{"rendered":"\n<p>En junio, dar\u00e1 comienzo el Mundial de la FIFA 2026 en Norteam\u00e9rica, con Canad\u00e1, M\u00e9xico y Estados Unidos como pa\u00edses anfitriones del evento deportivo m\u00e1s visto del mundo. La expectativa ser\u00e1 global, atrayendo no solo a aficionados habituales, sino tambi\u00e9n a audiencias m\u00e1s casuales que se suman &nbsp;por entretenimiento, emoci\u00f3n y contexto social.<\/p>\n\n\n\n<p>Este pico de inter\u00e9s y atenci\u00f3n, junto con una fuerte carga emocional del f\u00fatbol, abre una oportunidad \u00fanica &nbsp;para que las marcas conecten con nuevos p\u00fablicos, incluso fuera de su target habitual. Aunque los altos costes de los espacios publicitarios y la ocupaci\u00f3n de activos oficiales por parte de los patrocinadores de la FIFA puedan parecer barreras, existen m\u00faltiples v\u00edas para activar estrategias relevantes alrededor del evento.<\/p>\n\n\n\n<p>Y esto no se limita a las ciudades anfitrionas. En mercados como Espa\u00f1a \u2014donde el f\u00fatbol forma parte de la cultura\u2014 el impacto ser\u00e1 igualmente significativo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u00bfQu\u00e9 oportunidades publicitarias generar\u00e1 el Mundial?<\/strong><\/h2>\n\n\n\n<p>&nbsp;Durante grandes eventos deportivos, los canales de publicidad exterior (OOH) y entornos de movilidad cobran especial relevancia.<\/p>\n\n\n\n<p>En ciudades anfitrionas como Toronto, por ejemplo, se est\u00e1n introduciendo nuevos formatos innovadores en transporte p\u00fablico, como la publicidad din\u00e1mica en t\u00faneles, dise\u00f1ada para captar la atenci\u00f3n de una audiencia cautiva en momentos de alto impacto.<\/p>\n\n\n\n<p>Pero m\u00e1s all\u00e1 del caso canadiense, este tipo de innovaci\u00f3n refleja una tendencia global: aprovechar entornos de alta movilidad para generar experiencias de marca memorables.<\/p>\n\n\n\n<p>En Espa\u00f1a, este enfoque puede trasladarse a m\u00faltiples puntos de contacto:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Redes de transporte como Metro de Madrid o Barcelona, Cercan\u00edas o estaciones de alta velocidad<\/li>\n\n\n\n<li>Aeropuertos (AENA), especialmente relevantes en temporada alta tur\u00edstica<\/li>\n\n\n\n<li>Mobiliario urbano y soportes digitales (DOOH) en zonas de alto tr\u00e1fico<\/li>\n\n\n\n<li>Centros comerciales y espacios de ocio<\/li>\n<\/ul>\n\n\n\n<p>Adem\u00e1s, se\u00a0espera\u00a0un\u00a0incremento\u00a0generalizado\u00a0de la\u00a0movilidad\u00a0urbana\u00a0durante\u00a0el\u00a0Mundial,\u00a0impulsado\u00a0tanto\u00a0por\u00a0el\u00a0consumo\u00a0del\u00a0evento\u00a0como\u00a0por\u00a0el\u00a0turismo\u00a0internacional,\u00a0especialmente\u00a0en\u00a0verano. Esto\u00a0ampl\u00eda\u00a0significativamente\u00a0las\u00a0oportunidades\u00a0de\u00a0exposici\u00f3n\u00a0para las\u00a0marcas\u00a0en\u00a0entornos\u00a0f\u00edsicos.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"523\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/image-5.png\" alt=\"\" class=\"wp-image-160990\" srcset=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/image-5.png 936w, https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/image-5-300x168.png 300w, https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/image-5-768x429.png 768w, https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/image-5-480x268.png 480w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<p><em>Ejemplo de publicidad digital en Metro de Madrid, donde los formatos DOOH permiten a las marcas impactar a audiencias cautivas en entornos de alta atenci\u00f3n y frecuencia.<\/em><br><em>&nbsp;Fuente: Comunicare<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u00bfQu\u00e9 implica esto para los anunciantes?<\/strong><\/h2>\n\n\n\n<p>El Mundial no solo amplifica la audiencia, sino tambi\u00e9n la intensidad del impacto.<\/p>\n\n\n\n<p><strong>Captaci\u00f3n de la atenci\u00f3n<\/strong><\/p>\n\n\n\n<p>El formato de v\u00eddeo din\u00e1mico, &nbsp;especialmente en entornos de movilidad, transforma un trayecto cotidiano en una experiencia de marca memorable. Con menos distracciones y una audiencia cautiva, las marcas pueden lograr mayor atenci\u00f3n y mejorar el recuerdo publicitario.<\/p>\n\n\n\n<p><strong>Efecto novedad e innovaci\u00f3n<\/strong><\/p>\n\n\n\n<p>Al tratarse de un formato innovador y poco esperado, genera un fuerte efecto \u201cwow\u201d. Las marcas que adopten este soporte en fases iniciales podr\u00e1n posicionarse como referentes en innovaci\u00f3n y beneficiarse de la curiosidad y el boca a boca org\u00e1nico.<\/p>\n\n\n\n<p><strong>Mayor visibilidad<\/strong><\/p>\n\n\n\n<p>El despliegue coincidir\u00e1 con el Mundial, permitiendo a los anunciantes aprovechar el incremento de usuarios y el mayor flujo de personas asociado al evento, genera picos de audiencia en m\u00faltiples canales: televisi\u00f3n, CTV, social media y mobile.<\/p>\n\n\n\n<p><strong>&nbsp;Complejidad en la planificaci\u00f3n de medios<\/strong><br>&nbsp;La fragmentaci\u00f3n de soportes y partners implica una mayor necesidad de coordinaci\u00f3n. Las marcas deber\u00e1n adoptar un enfoque integrado para maximizar cobertura y eficiencia.<\/p>\n\n\n\n<p><strong>Impacto internacional<\/strong><\/p>\n\n\n\n<p>&nbsp;El Mundial atrae a audiencias globales. En mercados como Espa\u00f1a, esto se traduce tambi\u00e9n en una mayor diversidad de perfiles de consumidor, impulsada por el turismo, lo que abre nuevas oportunidades de segmentaci\u00f3n y personalizaci\u00f3n.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Nuestra Newsletter            <\/h2>\n            <p class=\"subtitle\">\n                Recibe en tu bandeja de entrada informaci\u00f3n<br class=\"d-none d-lg-block\"> exclusiva sobre lo m\u00e1s relevante<br class=\"d-none d-lg-block\"> del marketing digital.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69e97440f3173'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Direcci\u00f3n de correo electr\u00f3nico' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Enviar<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69e97440f3173');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'b4ad689f-dc57-4d32-8df1-fa7e8d7dc30e';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/b4ad689f-dc57-4d32-8df1-fa7e8d7dc30e', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Gracias por suscribirse.');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Hubo un error al enviar el formulario.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Es un fen\u00f3meno social que se extiende a bares, hogares, redes sociales y espacios p\u00fablicos.<\/p>\n\n\n\n<p>Esto implica que las marcas deben pensar en el <strong>customer journey completo del fan<\/strong>, identificando los momentos clave de conexi\u00f3n:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Antes del partido (expectativa, planificaci\u00f3n, consumo de contenido previo)<\/li>\n\n\n\n<li>Durante el partido (segunda pantalla, redes sociales, interacci\u00f3n en tiempo real)<\/li>\n\n\n\n<li>Despu\u00e9s del partido (an\u00e1lisis, celebraci\u00f3n, conversaci\u00f3n social)<\/li>\n<\/ul>\n\n\n\n<p>En este contexto, canales como el OOH, el audio digital, el social media y el marketing experiencial juegan un papel clave para generar impacto en momentos relevantes y emocionalmente cargados.<\/p>\n\n\n\n<p>El <strong>real-time marketing<\/strong> cobra especial importancia: las marcas que sean capaces de reaccionar r\u00e1pidamente a goles, jugadas o momentos virales podr\u00e1n amplificar su relevancia y engagement.<\/p>\n\n\n\n<p>Al integrar estos canales dentro de una estrategia omnicanal, es posible generar m\u00faltiples puntos de contacto a lo largo del recorrido del usuario, reforzando el recuerdo y construyendo una conexi\u00f3n m\u00e1s profunda.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>M\u00e1s all\u00e1 del evento: construir impacto sostenible<\/strong><\/h2>\n\n\n\n<p>Las activaciones en torno al Mundial no solo generan visibilidad a corto plazo. Cuando se integran correctamente dentro de una estrategia de medios m\u00e1s amplia, pueden:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Amplificar campa\u00f1as en TV, social y v\u00eddeo online<\/li>\n\n\n\n<li>Incrementar la frecuencia de impacto en entornos de alto tr\u00e1fico<\/li>\n\n\n\n<li>Reforzar mensajes clave en momentos de alta atenci\u00f3n<\/li>\n<\/ul>\n\n\n\n<p>A largo plazo, esta exposici\u00f3n sostenida contribuye a influir en el comportamiento del consumidor y a generar resultados de negocio medibles.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u00bfC\u00f3mo pueden las marcas ganar en este escenario?<\/strong><\/h2>\n\n\n\n<p>El \u00e9xito no depender\u00e1 \u00fanicamente de la inversi\u00f3n, sino de la capacidad de las marcas para:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identificar los momentos clave de conexi\u00f3n<\/li>\n\n\n\n<li>Adaptar el mensaje al contexto y al canal<\/li>\n\n\n\n<li>Integrar estrategias online y offline<\/li>\n\n\n\n<li>Activar campa\u00f1as \u00e1giles y basadas en datos<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u00bfQuieres conectar con tu audiencia durante el Mundial 2026 (y m\u00e1s all\u00e1)?<\/strong><\/h2>\n\n\n\n<p>Desde activaciones en medios exteriores hasta estrategias omnicanal adaptadas al consumidor espa\u00f1ol, en DAC te ayudamos a identificar oportunidades, activar en el momento adecuado y convertir la atenci\u00f3n en resultados reales.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En junio, dar\u00e1 comienzo el Mundial de la FIFA 2026 en Norteam\u00e9rica, con Canad\u00e1, M\u00e9xico y Estados Unidos como pa\u00edses anfitriones del evento deportivo m\u00e1s visto del mundo. La expectativa ser\u00e1 global, atrayendo no solo a aficionados habituales, sino tambi\u00e9n a audiencias m\u00e1s casuales que se suman &nbsp;por entretenimiento, emoci\u00f3n y contexto social. Este pico [&hellip;]<\/p>\n","protected":false},"author":229,"featured_media":160913,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":1,"reading_level_needs_review":"0","footnotes":""},"categories":[2894],"tags":[],"class_list":["post-160952","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>C\u00f3mo el Mundial de la FIFA puede ayudar a las marcas a generar conexiones relevantes | DAC<\/title>\n<meta name=\"description\" content=\"El Mundial de la FIFA 2026 ofrece a las marcas en Espa\u00f1a una oportunidad \u00fanica para conectar con audiencias a trav\u00e9s de OOH, audio, social y marketing experiencial, generando visibilidad, engagement y resultados 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