The public's passion for football has revealed an incredible business insight for marketing professionals. The ball not only moves the goal but also commerce in an incredible way!
Rock Content Editor
Jun 26, 18 | 5 min read
Reading time: 3 minutes
One of the most watched sports in the world has become an inexhaustible source of opportunities for those who want to boost the results of their brand . The benefits of working on brands during this important sporting period are quite numerous.
In today's article, you will learn about examples of advertising during the World Cup. Are you ready to start this adventure and discover how to optimize your brand's positioning by considering advertising during this period?
Adidas as one of the best examples of advertising on the cup
In Adidas' case, the World Cup began in November 2017 with the launch of the uniforms of the national teams of Russia, Germany, Japan, Mexico, Spain, Argentina, Colombia and Belgium. On that occasion, the official ball of the 2018 World Cup was also presented: Telstar 18. Here, we highlight that the inspiration for creating the new ball goes back to 1970 and the Telstar used in Mexico, when the partnership between FIFA and the German brand began.
We know that Adidas has held its own in australia whatsapp number data the market as a result of its fantastic marketing actions , as well as the quality of the products it offers to the public. Obviously, the ball will not only be used in the World Cup games. The ball will be marketed in a reasonable number of countries and will undoubtedly be very successful, especially if we consider that football fans will feel great joy when playing the sport with such tremendous equipment.
https://www.youtube.com/watch?v=XD3XOlU4hCk
According to Adidas' marketing manager for football in Brazil, Lucas Ribeiro, a good economic return on sales is expected , and this is mainly due to the ball's technology and history. Apart from these premises, there is another fact that makes the company believe in the success of the new official ball for the Cup: the success of its predecessor. The Brazuca ball, created and marketed for the 2014 Cup, achieved record sales and captivated everyone with its quality and cutting-edge technology. So Adidas, with good reason, is confident of the market success of Telstar 2018.
The Telstar 18 ball went on sale in 2017 in the main markets in the Official Match Ball , Miniball, Futsal, Society and Top Replique versions. The Official ball has an NFC chip built into it that allows digital interaction with users. Apart from the types of ball mentioned, Adidas also put on sale Testar 18 training and casual balls for the twelve national teams sponsored by the brand.
Visa also joins the group of experienced advertising experts for the cup
According to Rodrigo Bochicchio, the brand's marketing director, football is the national passion and the cup is an extremely important asset, especially for Visa to create brand differentials. An example of this are the official payment methods for the event. Normally, Visa makes these methods available in stadiums and official stores. The company does not publicize the results, but it is known that during the tournament sales and the volume of transactions with its products increase.
McDonald's and the World Cup: Another of the best examples of advertising in the cup
Engagement , sponsorship activation and entertainment are some of the main objectives of the World Cup campaigns that began in 2002.
Sponsoring an event of the magnitude of the FIFA World Cup requires more than just financial availability. Being one of the most expressive examples of advertising in the cup demands a well-structured strategy to achieve adding project assets to the brand. Another important aspect is knowing how to stand out among so many sponsoring brands. And McDonald's knew how to create campaigns with genius .
McDonald's first successful campaign came in 2002 when it created a campaign for themed sandwiches inspired by countries that could win the World Cup title, that is, it created a sandwich for each country. From this first novelty in cups, the initiative won the hearts of consumers who set social networks abuzz around the world by talking about the novelty even before it starts to become a reality.
Nike and the advertising strategy on the cup
Nike is undoubtedly one of the brands most associated with the World Cup and has been investing in advertising for the tournament for several years now. The American company Nike, a major sports goods company, invests heavily when it comes to advertising to promote its products during the tournament. The list of Nike sponsors includes Brazil, the team whose jersey was the best-selling in the 2006 World Cup.
It is worth mentioning that Nike also dresses some football stars, such as the Portuguese Cristiano Ronaldo and the English Wayne Rooney. The company recently renewed the contract with Ronaldo and the value of this document was not low: "barely" six million Euros per year, two million more than the previous contract.
Another team that is indirectly on Nike's list is England. The team is dressed by the traditional brand Umbro, acquired by the giant Nike in 2007. The combined sales of the two companies' sporting goods amount to 1.9 billion dollars (1.6 billion Euros), making the group the world's largest producer of football equipment .