VisualGPS Creative Trends Culture Soccer, Reimagined

As the FIFA World Cup approaches,¹ excitement is building, especially considering that Canada, Mexico, and the US will be hosting. In North America, one in two people are already aware of the tournament. That number is even higher in Latin America, where seven in nine are following it, according to Getty Images' VisualGPS consumer survey. But this anticipation goes beyond the event itself.

The World Cup, held every four years, is tied to identity, shared memories, and collective emotion. It’s not just a spectacle, it’s personal. Sports fandom creates a powerful emotional bond, where fans feel deeply connected to the game, a connection strong enough to spark real physical and even neurological responses.² While global icons and historic moments bring us in, it’s the passion for the sport that keeps the excitement alive. Whether they played as children, still play with friends in adulthood or just show up as fans, it’s that deeper layer of connection that brings people back.

With the World Cup in sight, we looked at the most popular soccer visuals, and there’s a clear gap between how soccer is visualized and what audiences connect with. According to our VisualGPS research, the most popular soccer visual used by brands in the Americas in 2025 features a lit stage, evoking entertainment more than sport. At the center, a soccer ball is on the field like a statement, with a blurry crowd in the distance. But in this symbolic space, it can be harder to connect with the audience. When surveyed, the sports visuals that consumers found more compelling across North America and Latin America feature everyday people, “people like me”, actively engaged in the game.

Translating this into a sports setting isn’t always straightforward. Teammates wear uniforms, and fans mirror them by wearing the same colors, creating a visual sea of sameness. That’s why details matter, small nuances can distinguish each person and reveal the emotion that connects them with the game.

Over a third of the most popular soccer visuals show people playing, yet these can also fall into the same symbolic approach. The top visual shows a single professional player in a stadium, but the framing cuts off above the calves, leaving only the shoes, the ball, and the backdrop. It becomes not about the person, but more about the idea. A similar pattern shows up with younger players. Nearly half of the most popular visuals featuring people playing include children, but 66% show them alone rather than as part of a team. Once again, the focus shifts away from connection. However, our VisualGPS survey shows that teamwork is the number one desire in sports visuals across North America and Latin America.

Start by centering everyday people, they build immediate familiarity and real connection with audiences. That relatability only deepens when teamwork takes center stage: What truly resonates isn’t just the presence of multiple players, it’s the emotion between them. Small details like, glances, gestures, or even shared reactions are what reveals connection, complicity, and how team bonds are built. Even the background gives context, from streets to backyards, making every detail feel like it belongs to someone's real life.

Fans make up nearly another third of the most popular soccer visuals, yet seven out of the top 10 show them in an unspecific way. They often appear small while blending into the crowd, shown from behind as silhouettes, or a combination of both. Stadiums dominate as the primary setting, with far less representation of everyday settings like homes, restaurants, or on‑the‑go moments. But regardless of where the scene takes place, what matters are the individual details that make fans feel real and relatable. Selecting visuals that are intentional about styling choices can hint at personality (even with the team’s jersey on!), while micro‑expressions add emotional depth. Not just as isolated close‑ups, but as part of a larger, shared moment. One where every person experiences the game in their own way.

Brands can make soccer feel more human by focusing on the details that reveal real connection. When visuals go beyond symbolism and capture genuine emotion, they turn the game into something people see themselves in.

Sources
[1] FIFA World Cup
[2]  Psychology Today