193. Is Your Brand Ready for the Super Bowl, Olympics & World Cup? How Smart Brands Win 2026’s Biggest Cultural Moments (No Big Budget Needed)

The Super Bowl, the Olympics, and the FIFA World Cup are all happening in 2026 — and they’re not just sporting events. They’re cultural events powered by identity, influence, community, and the underrepresented audiences shaping modern fandom.

The brands that win next year won’t be the ones with the biggest budgets — they’ll be the ones with the deepest cultural understanding and the strongest consumer trust.

In this episode of Frictionless Growth Marketing, Sonia Thompson — inclusive growth and customer experience strategist — sits down with Cesar Martinez, Chief Commercial Officer at Sonoro, the largest multicultural podcast network in the world. Together, they break down:

• Why major 2026 cultural moments (Super Bowl, Olympics, World Cup) require a new marketing playbook
• The identity-led communities driving modern sports fandom — and why they’re essential for brand growth
• How to connect meaningfully with Latino, Gen Z, and multicultural audiences (without pandering or stereotypes)
• Why cultural competency is now a growth strategy, not a “nice to have”
• The risks of getting it wrong — and the long-term benefits of getting it right
• How brands of ANY size can show up in culture (even without a big-game budget)

If your brand wants to grow in 2026 and beyond, this episode will show you exactly how to remove friction, build trust, and create marketing that resonates in moments that matter.

Because the brands that understand and participate in culture will win next year and beyond.

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Friction Finder™ Growth Audit — Identify the friction points pushing customers away and learn exactly how to fix them - https://www.frictionlessgrowthlab.com/frictionfinder/
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Inclusive Growth Retainer — Partner with Sonia to optimize your customer journey, marketing, and experience for long-term growth - https://www.frictionlessgrowthlab.com/retainer

Links from the episode:

Sonoro - https://sonoromedia.com/

Cesar Martinez on LinkedIn - https://www.linkedin.com/in/cesar-martinez-1b34376/