How B2B brands can score during major global events
When receiving the editorial assignment for this week’s IBA blog earlier this week, I was buoyed and full of hope. As I watched, Spain was busy dispatching France in a masterclass of control and the office was optimistic ahead of England’s semi-final against Argentina. But a week is a long time in politics, journalism, and football it seems!
Back at the beginning of the tournament we took a look at how the World Cup is a golden marketing ticket for brands – so who have been the winners and losers off the field?
A quick look through the Cision Brandwatch Live Analysis: Football Attention Index 2026 reveals Adidas are out in front. The data shows the sports brand has the most mentions across news sites and social media over the last week, currently at around 25k – nearly double its competitor Nike, which at the time of writing ranks third with almost 12.9k.
But it’s not just sports brands cashing in during the most watched sporting event in the world. A look through the other highest ranking brand mentions span many industries and include Hyundai-Kia, Netflix, Coca-Cola & Budweiser, Bank of America, and Visa.
But B2B organizations shouldn’t have to miss out either! B2B customers are consumers too and there are ways to entice them during extremely busy periods – from fitting content to match the devices distracted buyers are using, to matching messages to the right phases of the competition, and hyper-localizing messaging to fit specific geographic audiences.
With the stats showing that the World Cup has received nearly 9m mentions so far on news sites and social in the last seven days, read on for our top tips for gaining B2B coverage for campaigns when global events and issues are dominating headlines, hearts, and minds.
With 48 nations, millions of fans, and an endless stream of media noise, the 2026 World Cup is officially upon us. For consumer brands, it’s a golden marketing ticket. But for B2B organizations it can be a distracting roadblock.
How do you cut through the noise when your target buyers—and even the journalists you want to pitch to—are likely watching a completely different kind of pitch? Or moving away from football, are swamped with the early summer events circuit or scanning overcrowded inboxes.
B2B companies shouldn’t sit on the sidelines!
According to a preview blog from Demand Gen Report, winning B2B attention during major cultural events requires stealing a page from the B2C playbook. Remember, those B2B buyers are consumers themselves, still real people, with real interests.
At IBA, we know that when the media landscape gets crowded, you don’t stop pitching, you adjust your tactics! With the Demand Gen tactics in mind, here are three ways to take those World Cup insights and give them a winning B2B PR spin.
1. On-the-go thought leadership – target the device first
The Demand Gen article cites a VEVE World Cup report, and for the whole six weeks of the tournament the data indicates a huge shift in the way fans consume media. Shock, they’re on their mobile and smart devices a lot!
From a PR perspective, we need to think about what they see on those devices. During a massive tournament, it’s fair to say executive buyers might not be deep diving for the best enterprise software solutions, they’re scanning their phones and laptops for news updates, industry commentary, and quick analysis on the go.
This is the opportune time for snappy, mobile-friendly thought leadership. Think short-form LinkedIn executive posts, punchy opinion pieces, and rapid-response commentary. If your experts are already providing valuable, easily digestible insights directly onto the devices your buyers are holding, your brand becomes top-of-mind before they even realize they are ready to buy.
2. Make campaigns to match phases of the tournament
The Demand Gen report highlights how, much like the tournament moves through distinct phases, from the group stages to the final – B2B campaigns should evolve too. This means refreshing your creative assets to match the current business quarter or industry buying cycles that coincide with the tournament’s timeline.
Group Stages bring the loudest noise. During the early, chaotic weeks of the tournament or campaign, avoid pitching heavy, dry whitepapers. Journalists are swamped. Instead, focus on high-level, trend-based commentary on relevant topics or features.
The Knockout Rounds require a deeper focus. As the tournament and your campaign narrows down, narrow your PR focus too. Op-eds to support key campaign messages can be targeted to relevant titles
The Final is the grand finale. Use the culmination of the campaign to launch your own data reports or major news such as customer success stories when the media frenzy begins to cool down.
3. Think global, go local – refine your message to geographic audiences
The Demand Gen report highlights that, with 48 countries playing, a one-size-fits-all message simply won’t make the cut. Marketing requires tailored messaging for different territories—and global PR requires the exact same cultural nuance.
A supply chain executive in Mexico faces entirely different regional pressures, economic climates, and media landscapes than a software buyer in Canada, even if they are hosting the same tournament!
Avoid the temptation to blast out identical pieces globally. To break through local journalist inboxes, your narrative must start with key company messages, then hyper-localized. Use topic tracking to identify regional business challenges. Frame your stories around local market data, feature regional spokespeople, and respect the cultural nuances of each market.
The final score
Major events don’t have to mean a B2B media blackout. By shifting your tactical formation to target the right devices, time pitches in the right phases, and localize your message – B2B organizations can ensure their brand stays in the game.
Ready to get your B2B PR strategy into championship shape? Reach out to our team today.
Jamie Kightley is Head of Client Services at IBA International.
