![Page 1: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/1.jpg)
Marketing and the World Cup
Justin Ashley | Oliver Chag | Michael Arcuri | Dan Mancini
![Page 2: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/2.jpg)
Topics to be Covered• History of the World Cup• Hosting the World Cup• Sponsorship & Marketing• The Future of World Cup Marketing •2022 Host Site, Qatar
![Page 3: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/3.jpg)
World Cup History
• First international soccer match in 1872 in Glasgow between Scotland and England• First Olympic tournament in 1920.• FIFA tournament started in 1930 in
Uruguay, South America • Founded by FIFA commissioner Jules
Rimet
![Page 4: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/4.jpg)
Evolution of the Tournament
• 1934: Italy-expanded to 16 teams• 1984: Spain expanded to 24 teams • 1954: Switzerland- first to be
televised• 1966: England- First to officially
market the tournament• 1991: China- Women’s FIFA
tournament established under Joao Havelange
![Page 5: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/5.jpg)
Historic Events• 1962: Chile- 9.5 magnitude earthquake• 1994: USA- First final to be decided by penalty kicks• 1942 and 1946 tournaments canceled due to WWII• Brazil leads with five tournament victories
![Page 6: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/6.jpg)
Hosting the World CupPast Host Cities• 1994 - United States• 1998 - France• 2002 - South Korea/Japan• 2006 - Germany• 2010 - South Africa• 2014 - Brazil• 2018 - Russia• 2022 - Qatar
![Page 7: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/7.jpg)
Hosting the World Cup (Cont.)
What are the Benefits?
• Publicity• Pride• Greater Commercial Activity• Effect of the players on the youth• New & improved facilities• Qualification
What are the Drawbacks?
• Cost- $$$• Construction• Overpopulation• Greater risk for violence and/or
crime • Potential for negative publicity
![Page 8: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/8.jpg)
Hosting the World CupTourism
• By the numbers: • Brazil• South Africa• Germany
• Financial Impact• Social Impact• Environmental Impact
![Page 9: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/9.jpg)
The World Cup Bidding Process• FIFA documents• FIFA Workshop• Countries submit their bids to
the FIFA Executive Board• The FIFA Executive Board reviews
each countries strengths & weaknesses• Then the decision is made
![Page 10: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/10.jpg)
Hosting the World Cup$
(FIFA) + (Local Government Investments) = Funding
• FIFA • Covers entire operational cost. How?
• Local government investments• Examples
![Page 11: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/11.jpg)
Three Types of Sponsors
• FIFA Partners
• FIFA World Cup Sponsors
• National Supporters
![Page 12: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/12.jpg)
Benefits of Sponsorship
• Giant global audience
• Worldwide love for (football) soccer
• Has the ability to reach many cultures
![Page 13: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/13.jpg)
Challenges of Sponsoring
• FIFA’s lack of credibility• Bribes• Instability of Qatar
World Cup• Newfifa.com• Catering a message for all viewers
FIFA President Sepp Blatter
![Page 14: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/14.jpg)
Good Examples of Marketing in the
World Cup
• Budweiser in Brazil World Cup • Beats by Dre in Brazil World Cup
![Page 15: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/15.jpg)
Bad Examples of Marketing in the
World Cup• Pringles potato chip ad• Offensive to the British Audience
![Page 16: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/16.jpg)
Future Sponsorship
Program • Who’s out:• SONY• Castrol• Continental • Johnson & Johnson • *Coca Cola
• What do they want?• Qatari Transparency• Refined labor laws• Qatar stripped of
World Cup
• FIFA will offer:• 20 regional sponsorship packages• 6 – 8 partner sponsorship packages
![Page 17: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/17.jpg)
World Cup in Qatar in 2022• Awarded the 2022 World Cup in 2010• 6 modern stadiums are under construction• 3 stadiums are being refurbished • Issues have arisen
• Why Qatar was awarded the World Cup:• "The Arabic world deserves a World Cup.
They have 22 countries and have not had any opportunity to organize the tournament.“
-Sepp Blatter (FIFA President)• Bridge cultural differences• Money/resources• Potential for infrastructure
![Page 18: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/18.jpg)
Climate of the Qatari Summer• 106°F (Summer Average Temp)• 115°F – 120°F (Late July/Early August)• Average yearly rainfall is <3”
• How Qatar will compensate:• Air conditioned, open-air stadiums• Matches moved to late early
November – mid December
![Page 19: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/19.jpg)
Unhealthy Labor Conditions• Laborers from:• Nepal • India• Bangladesh • Pakistan • Philippines
• Kafala System• Contracts are not honored• 15 hour work days, 6 – 7 days a week• Cramped dorms with 20+ men in them
![Page 20: International Marketing: Marketing & the World Cup](https://reader036.vdocuments.site/reader036/viewer/2022062412/58a76e671a28ab99238b5361/html5/thumbnails/20.jpg)
Deaths of Foreign Laborers• 680 Nepalese workers (Jan. 2015)• 450 Indian workers (Jan. 2015)
• Most deaths attributed to Cardiac Arrest• Falls• Suicide• Illness
• Families at home are affected
• Qatari government:• Does not acknowledge deaths• Bribe embassy officials to not report