Monday, June 14, 2010

World Cup 2010: As viewers go online, so do ad dollars

By Alissa Figueroa.

As the US men’s national soccer team battles out its first World Cup 2010 game Saturday against England, advertisers hope that Americans will get as wrapped up in the game - and the Cup - as the rest of the world.

Companies have invested heavily in ad campaigns for the month-long tournament, after all, and this year they’re trying to reach broader US markets.

“The World Cup and soccer has, in many companies’ minds, been a Hispanic marketing play [in the US],” says John Guppy, owner of the Chicago-based firm Guilt Edge Soccer Marketing. “Companies are looking beyond the Hispanic market this year. It’s probably the first time this has been a trend with direct corporate investment.”

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