Hispanic shoppers and pro customers are key to The Home Depot’s World Cup retail media strategy

While The Home Depot is not a sports equipment or sports apparel retailer, its consumer base has given it ample reason to develop a comprehensive retail media strategy around the World Cup.

Customers often come to The Home Depot and other home improvement retailers to solve a problem or take on a project — especially working professionals like remodelers, painters, electricians, plumbers and other contractors.

Taryn Dominie, senior director and head of industry for Orange Apron Media — The Home Depot’s retail media network — said the diversity of the growing soccer fan base mirrors that of its customer base, especially among its pro customers. “A good majority of our pro customers are multicultural, and [The World Cup] just gives us a way to really connect in a deeper, more meaningful way with those pro customers,” she said.

Hispanics make up around 30% of the construction workforce in the U.S, and U.S. Hispanic consumers surveyed by Nielsen in 2024 or 2025 were 87% more likely to say they had watched a World Cup qualifier match in the past 12 months, according to a 2025 Nielsen report. Hispanic individuals are also 39% more likely than the total population to be avid Major League Soccer fans, Nielsen found.

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