To leverage the FIFA 2023 Women’s World Cup and boost support for the US Women’s National Team (USWNT) despite the unsociable time zone issues around a tournament held in Australia and New Zealand, FanDuel teamed up with female-owned North Edge Craft Coffee to create a limited edition, custom coffee blend called ‘Extra Kick’ which will be delivered via FanFuel trucks in major US cities to refuel and jumpstart Team USA supporters tuning in to the late-night matches.
Supplied by North Edge Craft Coffee, which is based in Erie (Pa), these FanFuel trucks will operate in New York, Boston, Columbus and Kansas City giving out free Extra Kick Coffee with branded cups and napkins starting in early each morning after Team USA plays a match starting from 20 July.
While fans living outside these designated cities who want to get hold of Extra Kick nationwide can purchase 12oz bags online at FanDuel.com/FanFuel.
The campaign was created by Wieden+Kennedy New York and was developed through the agency’s creative accelerator program.
As well as running on owned and paid social, the sports-tech gaming and entertainment company’s campaign is also promoted across its own FanDuel TV network and FanDuel+ linear cable platforms and its relationships with direct-to-consumer OTT platforms.
As the USWNT aim to win the biggest prize in women’s football for the third consecutive time, supporters will have to stay awake long into the night to watch the games live in Australia and New Zealand – so FanDuel hopes this initiatives to keep the awake and alert by keeping them caffeinated.
The coffee campaign also sees FanDuel promote a robust set of betting offers and options for the global women’s sports event including offering fans who bet $5 on tournament match-ups a $100 in Bonus Bets plus an additional $10 in bonus bets for every Team USA win. Other bet options for football fans will include prop bets on their favourite players to score a goal and the total number of corner kicks they think will happen during a game.
Plus, FanDuel has also partnered with retired USWNT captain and two-time FIFA World Cup champion Carli Lloyd (also a Fox Sports broadcaster) who demonstrates how fans can bet on the USWNT through the company’s Sportsbook.
“My experience has proven that Team USA supporters are some of the most passionate fans out there, and we want to show them our appreciation for the sacrifice they will make back home, losing sleep to cheer the team on,” said FanDuel ambassador Carli Lloyd. “I’m excited to partner with FanDuel to give our fans an extra kick to conquer the day with FanFuel’s Extra Kick limited edition coffee blend.”
“The USWNT is primed for a three-peat, but the upcoming international tournament presents a challenge for some US fans who may find it difficult to tune in. That’s where FanDuel comes in,” said FanDuel VP of Brand Strategy Jennifer Matthews. “We know the passion and dedication of fans across the country, and we’re here to support them, providing extra fuel to ensure fans have the energy they need to get through the next day after late-night or early morning match watching. FanDuel takes pride in being absurdly fan-focused and wants to rally fans together behind Team USA.”
“This year, in addition to a possible third-straight win, you also have a couple of players on the team who will play in this tournament for the last time creating another interesting storyline,” Matthews continued. “We wanted to use this as an opportunity to remind fans about the importance of supporting these women, even though it can be challenging for many to tune in. For those who do have the opportunity to tune in, we wanted to be able to provide them with some extra fuel that will power them through their day after late night/early morning watching of the games.”
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Matthews says that FanDuel, a subsidiary of Flutter Entertainment plc (the world’s largest sports betting and gaming operator), has made driving engagement in women’s sports a priority, and plans more campaigns in the space soon.
This reminds us of other similar coffee related, time-zone linked sports event ambushes and activations such as Toyota’s US ‘Tundra Coffee’ campaign leveraging the 2018 FIFA World Cup, the 20015 Rugby World Cup in England campaign from New Zealand All Blacks sponsor Steinlager built around its bespoke ‘Steinlate’ coffee. While on similar late nights/early mornings theme from that 2015 RWC were Land Rover’s ’Pyjamas’ campaign and Australian Rugby Union sponsor Samsung’s ‘Alarm Apps’, plus Qantas ’Late Night Match Guides’ , while back in 2011 Engkand sponsor O2 even gave England fans a ’Branded Breakfast’.
The USWNT will face Vietnam in its opening World Cup fixture on 22 July before facing the Netherlands and Portugal in its other group games.
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