World Cup Momentum: OOH Ads Driving 90% Fan Engagement
WASHINGTON, DC — Out of home (OOH) advertising is proving to be one of the most powerful tools in sports marketing, according to a new national study released today by the Out of Home Advertising Association of America (OAAA) and The Harris Poll.
The findings reveal that sports fans are not only noticing OOH ads, but also acting on them. Nearly 6 in 10 U.S. adults recall recently seeing an OOH ad for a major sporting event, and of those, 90% took real-world action, whether by watching the game, talking about it with friends, or engaging on social media.
Perhaps most striking, 99% of fans who attended a game following OOH ad exposure spent money locally, underscoring the medium’s role in driving economic impact for host cities through hotels, restaurants, and transportation.
“OOH doesn’t just sell tickets. It fuels the entire sports economy,” said Anna Bager, President and CEO, OAAA. “Sports audiences are primed for action when they encounter OOH in context. What stands out in this research is the combination of high recall and immediate action steps, from social engagement to ticket purchases and event attendance. From building anticipation for the World Cup to filling stadiums and energizing local businesses, OOH captures the energy of live sports like no other medium.”
Key Findings
- Fans act, and they post about it: Among those who see sports OOH ads, 90% take action and 61% engage on social media. Humor and star power features are leading reasons for posting.
- Local economic driver: Nearly every fan who attended a game after seeing an OOH ad spent money locally, highlighting the channel’s measurable impact on host city economies.
- Practical messaging resonates: Fans most value event schedules, ticketing, and viewing options in OOH ads, showing the medium’s role as a planning tool in addition to brand building.
- World Cup momentum: With the 2026 FIFA World Cup approaching, 62% of U.S. adults say they want to see OOH ads connected to the tournament. Nearly all those interested say they would take further action, and 96% would look up more information, discuss it with friends, or engage on social media.
Why It Matters
OOH has long been a fixture of the live sports experience, from stadium signage to citywide billboards. This research shows its influence now extends far beyond the venue. Sports OOH is building fan excitement, amplifying social buzz, and driving measurable local economic impact.
With nearly two-thirds of U.S. adults eager to engage with OOH campaigns tied to the 2026 FIFA World Cup, advertisers, leagues, and sponsors have a clear opportunity to reach fans in the moments that matter most.
As fans gear up for the biggest sporting moments, OOH is not just building awareness. It is sparking conversations, driving ticket sales, and boosting local economies.
For more information or to access the full report, contact Steve Nicklin at snicklin@oaaa.org or 202-833-5566.
About Out of Home Advertising Association of America (OAAA)
The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 850 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City. For more information, visit oaaa.org.
Media Contact
Cassady Nordeencassady@purposenorthamerica.com
