Marketers are beginning to unveil their marketing strategies for the World Cup, which will take place from late November to mid-December in Qatar this year.

The location and timing of the tournament, which happens every four years and serves as a rare opportunity for marketers to reach global live sports audiences, may change how some marketers approach it this year, according to marketers and agency execs.

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“Specialty items like the World Cup that happen every four years, don’t just start selling a month or two ahead of time,” said Jon Lefferts EVP of integrated investment at UM, adding that Fox and Telemundo, the networks airing the World Cup, “have been selling this for well over a year now. They’re well ahead of where they’ve been in the past.”

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