10 Ways Businesses Rode The World Cup Wave
10 Ways Businesses Rode The World Cup Wave
Last updated Jul 18, 2018
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Being one of the world’s biggest sporting events, on a par with the Olympics, the FIFA World Cup invites 32 nations to compete across the globe. This in turn leads to a global viewership that is targeted for mass marketing by thousands of companies worldwide. Some with big pots of money jump in to officially sponsor the world cup, but even those who miss out on the sponsor ops often manage to make the most of the world cup football craze.
This year, in the midst of the Russia 2018 FIFA World Cup, Nike, though not an official sponsor of the tournament, managed a big win as the standout sportswear brand, given that it was the official sponsor of both finalist teams, France & Croatia. Nike also won the sports star battle with industry leader Adidas with claims over 100 goals were scored by players wearing their boots, from Harry Kane (England) to Kylian Mbappe (France), not to mention the projected sales increase driven from players like Christiano Ronaldo’s social media updates.
There were a number of other big winners however, as those who couldn’t sponsor on the pitch came up with ingenious ways to take advantage of the world cup marketing window. Although a lot of world cup marketing focused on Europe, in particular the UK, international brands did succeed in spreading football fever worldwide. Here are CEO Today’s top 10.
- Budweiser
According to data from MediaCom North, Budweiser accumulated 55,000 mentions through Twitter via its hashtag #ManoftheMatch content. Although Budweiser was an official sponsor of the Russia 2018 FIFA World Cup, these were all online based engagements on top of the revenue generated through the sponsorship deal. The Budweiser comms team latched onto every match with Twitter live commentary and positive remarks on the best players on the green.
Budweiser
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@Budweiser
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