The FIFA World Cup is one of the biggest and most exciting sports events this year. So, it’s no surprise that brands across the world are looking at different ways to use this to help them achieve their marketing goals.
The Major Sponsors
The official World Cup Sponsors and FIFA Partners have invested massive sums of money to get hold of exclusive global marketing rights. For the top brands, this is a chance to carry out narrative-driven storytelling that positions them as leaders in their respective industries.
Among the giant corporations that have built campaigns around the World Cup, we can see the Adidas Backyard Legends ads. Directed by Mark Molloy, this campaign shows icons like Zinedine Zidane and David Beckham playing a casual game of street football. Rather than looking at the hugely popular and commercial aspect of modern football, it takes us back to the roots of simple, neighbourhood games where the best players first kicked a ball.
The Lay brand from PepsiCo has created a specific commercial approach for the US and another for 90 of the international markets where it operates. The global campaign has players like Lionel Messi and Thierry Henry surprising supermarket shoppers in the Epic Watch Party ads.
Coca-Cola has largely ignored the players to make its No Better Feeling campaign focus on the emotions felt by fans during this tournament. Incoming Real Madrid manager José Mourinho features in ads where the anxiety of waiting for the outcome of video assistant referee (VAR) reviews is shown as part of the modern viewing experience.
As for Nike, its Rip the Script approach takes a high-energy approach with a touch of rebellion. Other major brands, such as Stella Artois and Corrs Light, have also taken this opportunity. Perhaps the most interesting aspect overall is how each marketing team has attempted to infuse its own brand’s ethics and strategies into a relevant football-themed campaign.
Related Products and Services
There is no denying that the huge global interest in this event creates a powerful economic ripple effect across various industries. We can see that in the way that companies don’t need to enjoy primary sponsorship status to benefit from the increased global interest in football.
The online casino sector in the UK has also used this opportunity to promote its football-themed games. Slots such as 9 Balls and Goal Bonanza are among the newly launched games that take players into a setting where goals and referees are among the key symbols. The Sports Arena Live Lobby by The Sun Vegas shows how livestreaming can be used to add a sporting element to classic casino games.
We can also see this opportunity in areas like sports apparel, with fans eagerly looking for official kits, retro jerseys and other pieces of merchandise. This is why we see an increase in ads, offers and special deals that encourage people to buy their football kits before watching the big games.
The way that the World Cup has been welcomed by marketing teams across the planet reveals its huge impact. Those companies that tailor their football-themed offerings to meet their existing style and goals are likely to gain the most from the current trend.
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