How brands use Reddit amid World Cup hype

During major sporting events, most brands lack official sponsorships and cannot reach fans through traditional advertising. However, Reddit offers an alternative—organic community conversations where fans naturally discuss matches and share emotions about their teams. To succeed, Reddit's research team advises brands to first listen and understand what users are discussing before joining conversations.

DoorDash exemplified this approach by creating ads tailored to match outcomes, while Coors Light developed interactive campaigns where users engaged with virtual content. The platform's most effective strategy is not broadcasting advertisements but participating authentically as a conversational partner, mirroring Reddit's informal culture and respecting user interests.