Tuesday, July 20, 2010

First Learnings From The World Cup

On July 11, Spain won the World Cup by scoring the decisive goal during the last few minutes of what became the most-watched soccer game ever in the U.S. Now, World Cup marketers are getting to work to determine to what extent their own FIFA activities paid off.
Although results are still being analyzed, it is already clear that different brands use very different marketing strategies with regard to their involvement in soccer:

•Some brands are official FIFA tournament partners, such as Adidas, Coca-Cola, Visa, Emirates and Sony
•Some brands provide apparel, such as Nike and Adidas
•Some brands also sponsor professional teams, such as Emirates Airlines
•Some brands use ambush marketing -- referring to tournaments and other soccer events in their marketing campaigns rather than officially sponsoring them -- to create associations with the sport. Nike has a long history of doing just that.

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