FanDuel Defies Time Zone Fatigue for the Women's World Cup

With a custom coffee blend, what else?

Drastic time zone differences won't deter fans from cheering on the defending-champion U.S. national team as the 2023 FIFA Women's World Cup gets underway this week. FanDuel is doing its part to close the temporal gap across the U.S., Australia and New Zealand. The gambling company aims to ensure that supporters of the USWNT get recharged with a coffee blend made specifically for the event.

FanDuel will send branded "FanFuel" trucks to four soccer-loving cities: Boston, New York, Kansas City and Columbus, Ohio. Trucks will be stocked with coffee cups and napkins. They will serve free FanFuel Extra Kick Coffee starting in early each morning after Team USA plays a match.

Wieden+Kennedy New York developed the campaign through its creative accelerator program.

"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," says Jennifer Matthews, FanDuel VP, brand strategy.

"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."

The company partnered with woman-owned North Edge Craft Coffee, based in Erie, Pa., for the activation.

Those residing outside the designated cities can purchase 12 oz. bags, of course.

In addition, FanDuel has partnered with retired USWNT soccer team captain and two-time FIFA World Cup champion Carli Lloyd. She will demonstrate how fans can bet on the USWNT through the company's Sportsbook. (Lloyd will also appear on Fox Sports as a broadcaster for the duration of the event, which runs from July 20-Aug. 20.)

Matthews says the brand has made driving engagement in women's sports a priority, and plans more campaigns in the space soon.

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