FIFA World Cup - Marketing Goals

 

We have seen a sea change in the increasing global interest in soccer since the first World Cup in 1930, when only seven countries participated, Brazil, Italy, Germany, Uruguay, Argentina, France and England which won the first World Cup to today’s World Cup 2010 where the 32 countries are battling to win the worlds biggest sporting event.


When the World Cup kicks off on June 11 in South Africa, according to the experts is expected to draw a collective audience of around 30 billion from June 11 to July 11. If we take it as a generous estimate, even half that total would be astounding considering the global population is more than six billion.


Finance experts all over the world see it is as a money-making opportunity. This year's World Cup will be a commercial behemoth unparalleled in the history of the sport business industry.


International Brands and advertisers salivate over the audience numbers generated by the World Cup and have paid hundreds of millions in sponsorship fees to FIFA to simply be World Cup sponsors, not year-round FIFA partners, but just World Cup sponsors.


Many advertisers such as Coca-Cola will use the World Cup to launch their most expensive advertising campaigns, while non-official partners such as Nike are using the event as a platform to battle competitors such as Adidas and Puma. FIFA partner Adidas, which said it will launch its most expensive marketing campaign to date.


The real money in soccer is not generated by the clubs, but by those industries that have used it as a way of marketing their products. The broadcasters around the world to pay millions of dollars for rights fees to FIFA. Global TV rights for the World Cup will bring in about US$2 billion with a further US$1 billion or so from corporate sponsorship and the current Sky contract to televise the Premiership costs 1.62 billion.




The World Cup also offers restaurants, hotels, Multiplexes and cafes the opportunity to cash in on the action and as such the various hotspots around the world are getting into the spirit.


The World cup fever for 2010 is predicted to be more intense than previous World Cups, with the advertising industry tipped to see higher sales than previously, with estimated spending on marketing reaching $1000m during the tournament.


It’s interesting to note that people all over the world are choosing to save their money in bank accounts so that they can afford expensive purchase of tickets for the World Cup & many soccer fans counting the days on their fingers to watch the real action from their star players at World Cup should not feel the heat of commercial elements taking away the real action from them.


With such a huge amount of money being generated by FIFA World Cup 2010, it's hard to see where business ends and the game begin.



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