Hispanic Shoppers Key to Home Depot World Cup Strategy

By Brittany Dayes 12/07/2026 2 min read 4 views

The Home Depot is building a retail media strategy around the 2026 World Cup, focusing on Hispanic shoppers and professional contractors rather than sports apparel or equipment.

The retailer is targeting a demographic that makes up a significant portion of the U.S. construction workforce. According to a 2025 Nielsen report, Hispanic individuals are 39% more likely to be avid Major League Soccer fans compared to the total population. U.S. Hispanic consumers were also 87% more likely to have watched a World Cup qualifier match in the past 12 months. The company expects multicultural customers, led by Latinos, to account for more than 40% of the home improvement category by 2040.

Molly Battin, The Home Depot’s senior vice president and chief marketing officer, told the Hispanic Marketing Council that the company sees the Latino community as a major growth opportunity. This strategic focus extends beyond simple advertising into deep partnership with brands like Behr and Makita. The activations center on interactive experiences rather than traditional sponsorships, allowing the retailer to engage fans directly at events.

Integrated Experiences and Fan Festivals

The Home Depot has hosted interactive houses called “Beckham’s Backyard” at official FIFA Fan Festivals in cities like Atlanta. These activations feature Behr paint and Makita power tools, allowing the brands to have a presence at official FIFA events without being official sponsors. The setup includes a Behr-sponsored digital target-practice game where fans kick soccer balls and a Makita-hosted station for decorating paper fans.

A custom FIFA scarf was offered to customers who purchased specific Makita power tools. The retailer also collaborated with the soccer media network Men In Blazers on a mobile studio bus traveling to host cities. Outside of advertising, the company integrated in-store sweepstakes and ticket giveaways into the World Cup theme. A separate bus tour for watch parties features T-shirt giveaways and cornhole tournaments, aiming to make brand engagement feel more like a fun community event.

While the company has not yet released specific performance metrics, it plans to measure brand lift and purchase intent. The company has found co-branded sports sponsorship programs can increase purchase intent by as much as 40%.