World Cup and LGBT ad fatigue: why so many ads

World Cup and LGBT ad fatigue: why so many ads?

A mountain runner who, between aid stations, saw rainbow flags waving next to posters for the upcoming football tournament. He wasn't looking for any ad, but found one on every kilometre marker. The scene, recounted by a cycling fan during the Tour, illustrates a growing feeling: the saturation of campaigns mixing the Football World Cup with LGBT rights, at a volume many consider excessive.

Forced campaigns or a reflection of reality?

The recurring argument is that it's all "shoehorned in" because brands know genuine interest in football has fallen. Audience figures from recent World Cups show sustained declines in several European countries, while advertising investment in digital platforms and billboards has soared. Some point out that in the 1990s a single TV ad was enough to fill stadiums; now a 360-degree campaign including social messaging is needed to try to reach a broader audience.

Contrast with the street-level experience

However, a walk through any Spanish city shows that not everyone perceives the same saturation. While some complain that "there isn't a single corner without a little poster", others say they haven't seen a single one. That perception gap shows that advertising segmentation works: those already inside the digital ecosystem or living in high-density areas are bombarded, but beyond that the message doesn't land.

The unsettling figure at the end: with the 2030 World Cup approaching — whose broadcasting rights are already under negotiation — the pressure will only increase. And amid so many ads, some have already opted to watch exactly zero minutes of football.