Observed Signal · Jul 10, 2026 · Partnership · Source: Digiday · Impact: 2/5 · Sentiment: Positive
Home Depot Targets Hispanic Market Through World Cup
The Home Depot is using its retail media arm Orange Apron and experiential activations around the World Cup to engage multicultural shoppers—especially Hispanic consumers—and pro customers. Activations center on brand partnerships with Behr and Makita, including “Beckham’s Backyard” at FIFA Fan Festivals, in-store promotions (e.g., a custom FIFA scarf tied to Makita purchases), a Men In Blazers branded bus/studio, and watch‑party buses with giveaways. The Home Depot plans to measure brand lift and purchase intent from the ongoing programs. Industry analysts and peers (Ace Hardware via its RedVest Media unit) say World Cup cultural moments enable broad awareness and experiential campaigns that build long-term brand affinity beyond short-term digital performance tactics.
Shows a major retailer expanding its retail media and experiential marketing to target multicultural/Hispanic audiences—relevant to retail media and experiential marketing trends but not a platform-level or policy change.
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Key Takeaways & Evidence Grounding
- The Home Depot is activating retail media and experiential campaigns around the World Cup through its Orange Apron retail media business.
- Campaign activations emphasize Hispanic and pro (contractor/pro) customers, citing Hispanic overrepresentation in construction and higher World Cup viewership among U.S. Hispanic consumers.
- Brand partners Behr and Makita are central to activations including “Beckham’s Backyard” at official FIFA Fan Festivals and in-store promotions such as a custom FIFA scarf tied to Makita tool purchases.
- The Home Depot collaborated with Men In Blazers on a bus that doubles as a studio and is running watch‑party buses and in-store sweepstakes and ticket giveaways.
- Ace Hardware’s RedVest Media and its partners (including Epsilon) are running World Cup–aligned full-funnel campaigns focused on broad awareness and off-site programmatic reach.
Connected Companies & Entities
5 Entities mapped“While The Home Depot is not a sports equipment or sports apparel retailer, its consumer base has given it ample reason to develop a comprehe...”
“U.S. Hispanic consumers surveyed by Nielsen in 2024 or 2025 were 87% more likely to say they had watched a World Cup qualifier match in the ...”
“ACE Hardware has a media partnership with Epsilon to deploy assets across websites across the web....”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Home Depot and Behr Leverage World Cup Sponsorship
The Home Depot and its longtime supplier Behr leveraged a decades‑long retail partnership to amplify a joint FIFA World Cup sponsorship through a multi‑channel campaign fronted by David Beckham. Behr has stocked The Home Depot since 1979 and is available in more than 2,300 stores across the U.S., Canada and Mexico; The Home Depot has sponsored ESPN’s College GameDay for 23 seasons. The campaign aims to reach diverse audiences — from Gen Z homeowners and trade professionals to Latin American soccer fans — and demonstrates how brands can extend the value of expensive sports rights by activating existing retail relationships and shared marketing initiatives such as Behr’s Color of the Year.
World Cup Offers Retail Media a Chance to Prove Itself
Retail media networks, agencies and technology companies are activating around the 2026 World Cup to demonstrate retail media’s effectiveness beyond lower-funnel tactics. Major retailers and networks are staging omnichannel campaigns and experiential activations — including Walmart Connect’s Coca‑Cola parking-lot events in 11 host-city markets and Sam’s Club MAP in-store and parking-lot activations — while Home Depot, Best Buy and regional grocers (Hy‑Vee, Ahold Delhaize) are running local, in-store and digital experiences tied to the tournament. Vendors and platforms (Grocery TV, Criteo, Vistar Media) expect the tournament’s extended timeline and concentrated cultural moments to generate attributable data and proof points for retail media strategies, from in-store screens and DOOH to integrated digital targeting using retailer first‑party data. The article frames the World Cup as a potential large-scale case study for full-funnel retail media activations and advertiser buy-in.
U.S. Brands Lost in Translation at World Cup
Adweek columnist Nataly Kelly (CMO at Zappi) argues U.S. advertisers are under‑serving the country’s rapidly growing and bilingual Hispanic audience as the 2026 FIFA World Cup begins. The piece highlights demographic and economic facts — nearly 45 million people speak Spanish at home in the U.S., Hispanics contributed nearly 31% of U.S. GDP growth in 2023 and represent a roughly $2 trillion economy — while Spanish‑language programming and spend remain a small share of media budgets. Telemundo’s World Cup campaign centers household and bilingual viewing (¿Y tú, con quién lo vas a ver?) rather than star players, illustrating a moment‑based, bilingual creative approach. Kelly recommends advertisers plan for code‑switching and target moments and household contexts rather than single‑language, individual‑focused spots.
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