Sports publishers are once again expecting soccer to have a pretty significant moment in the United States over the next few years, thanks to a series of major championships and tournaments taking place stateside.

And while many of these publishers have been covering the sport and selling ads against soccer content for years, sponsorships have largely been rooted in tentpole moments like the Men’s and Women’s World Cups, rather than in an evergreen or even seasonal capacity.

“Historically, [in the U.S.], you see the biggest jumps in spend during those key moments,” said Lauren Funke, vp of advertising at The Athletic. “Our goal is to develop this always-on brand building, affinity alignment in the lead up to the big moments,” which is more in line with how U.K. brands advertise against soccer.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.