Soccer Summer has officially kicked off in Atlanta and brands are racing down the pitch to hop on the bandwagon, ride the hashtag waves and join the conversation. When a cultural moment this big arrives in Atlanta, the right post can score with audiences, but the wrong post can earn a red card. To see a winning play, look no further than IKEA.

When IKEA Won the Euro Championship

In 2021, IKEA earned praise for a clever response to a viral moment involving soccer star Cristiano Ronaldo. After Ronaldo moved the sponsored Coca-Cola bottles out of view during a press conference, IKEA renamed one of its reusable water bottles "Cristiano" on social media. The post resonated with fans and generated significant buzz — even though the Swedish-based retailer was not an official tournament sponsor.

Know When to Stay on the Sidelines

Getting in on the game is not always the right move. Sometimes the smartest play is to stay on the sidelines. Joining a conversation that does not fit your brand can weaken your message and confuse your audience.

Consider the wave of brands that embraced the Barbie movie craze in 2023. While some had a natural connection to the trend, many others simply followed the crowd. Their posts generated little engagement because they did not add anything meaningful to the conversation.

When the connection is not clear, it is often better to let the moment pass than force your brand into the conversation.

The Playbook

Before posting about a trending moment, ask:

Relevance: Does it align with your audience?

Authenticity: Does it feel natural for your brand?

Timeliness: Can you join the conversation before the moment passes?

Value: Does your post add something worth sharing?

If the answer is yes and all those elements come together, your brand can join the conversation in a way that resonates.

Thinking about getting in on the game?

The c21 team can help you decide if posting about Soccer Summer is the right move for your brand and organization.

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