A PROJECT REPORT ON

SPORTS MARKETING: 2014 FIFA WORLD CUP

SUBMITTED BY:

PRATIK THAKKAR

T.Y.B.M.S. [Semester V]

MITHIBAI COLLEGE OF MANAGEMENT

Vile Parle (w), Mumbai - 400 056

SUBMITTED TO

UNIVERSITY OF MUMBAI

ACADEMIC YEAR 2014-2015

PROJECT GUIDE

MR. HARIKRISHNAN KURUP

DATE OF SUBMISSION

1ST

OCTOBER, 2014

DECLARATION

I, MR.PRATIK THAKKAR, of MITHIBAI COLLEGE OF

MANAGEMENT of TYBMS [Semester V] hereby declare that I have completed

my project, titled ‘SPORTS MARKETING: 2014 FIFA WORLD CUP’in the

Academic Year 2014-2015. The information submitted herein is true and original

to the best of my knowledge.

_____________________

Signature of Student

[Pratik Thakkar]

CERTIFICATE

I, MR. HARIKRISHNAN KURUP, hereby certify that MR. PRATIK THAKKAR of

Mithibai College of TYBMS [Semester V] has completed his project, titled ‘SPORTS

MARKETING: 2014 FIFA WORLD CUP’ in the academic year 2014-2015.

_________________________ _________________________

Signature of the I/C Principal Signature of the BMS Coordinator

[Dr.D.V. Kamat] [Mrs.Shalini Padhi]

_________________________ _________________________

Signature of External Examiner Signature of Internal Examiner

ACKNOWLEDGEMENT

No one walks alone on the journey of life. Just where you start to thank those that joined you,

walked beside you, and helped you along the way continuously. A research cannot be said to

be work of an individual. A research is a combination of views and ideas, suggestions and

contributions of many people.

I take this opportunity to thank all the people whose cooperation and encouragement made

the completion of this research project a possibility. First of all I wish to express my sincere

gratitude to my mentor Mr Harikrishnan Kurup under whose guidance the Research was

undertaken. Without his supervision at each stage of research, the task would not have been

accomplished

OBJECTIVES OF THE STUDY

1. Advent and increase of sports marketing in present times.

2. Creation of special events by marketers to increase brand value.

3. Use of sports tournaments as a means of marketing and value addition.

4. Prominence of social media marketing.

5. Sports tournaments as a means of competition between corporates and not just sports

teams.

EXECUTIVE SUMMARY

Sport has a universal reach. It is a kind of entertainment that can be accessed and understood

by everyone. Most importantly, sport connects people emotionally. Marketers have been

using this emotional connection to market their brands for over 100 years. Well planned,

effective marketing helps to understand the customer and the marketplace. Also, informed

marketing decisions help increase status and importance in people's lives, sport is considered

a profitable and sustainable marketing source

Sport marketing is a subdivision of marketing which focuses both on the promotion of sports

events and teams as well as the promotion of other products and services through sporting

events and sports teams. It is a service in which the element promoted can be a physical

product or a brand name. The goal is to provide the client with strategies to promote the sport

or to promote something other than sport through sports. Sport marketing is divided into three

sectors. The first is the advertising of sport and sports associations such as the FIFA world

cup, Olympics, Spanish football league and the NFL. The second concerns the use of sporting

events, sporting teams and individual athletes to promote various products. The third is the

promotion of sport to the public in order to increase participation.

FIFA is responsible for the organisation of football's major international tournaments, notably

the world cup which commenced in 1930 and the women's world cup which commenced in

1991.The 2014 FIFA World Cup was the 20th FIFA world cup, the tournament for the

association football world championship, which took place at several venues across Brazil.

One major benefit of FIFA‘s sponsorship strategy is the wide product category exclusivity

which is afforded to all commercial affiliates, allowing each brand to distinguish themselves

from competing brands in their product category.

Social media marketing programs usually centre on efforts to create content that attracts

attention and encourages readers to share it across their social networks. The resulting

electronic word of mouth (eWoM) refers to any statement consumers share via the Internet

about an event, product, service, brand or company.

Adidas is the market leader however Nike is hot on its heels and has a strategy to be number

one. Other various brands like Hyundai's Kia motors, Coca-Cola, Johnson and Johnson,

McDonalds, etc. ventured into using FIFA as a marketing venture.

INDEX

1 Introduction to Sports Marketing

1.1 History

1.2 Benefits of sports marketing

1.3 Sports marketing, revenue & the difference between indirect

and direct sources

1.4 Marketing of sports teams and events

1.5 Marketing of products through sports

1.5.1 Sponsorship of events

1.5.2 Sponsorship of teams

1.5.3 TV advertising during broadcast sport events

1.5.4 Marketing of athletics through social media websites

1.6 Grassroots sport marketing

2 FIFA world cup 2014

2.1 FIFA

2.2 History

2.3 2014 FIFA World Cup

3 2014 FIFA World Cup Marketing

3.1 Marketing strategy

3.2 Logo

3.3 Mascot

3.4 Merchandising

3.5 Music

3.6 Ball

4 Sponsorship

4.1 FIFA Partners

4.2 FIFA World Cup Sponsors

4.3 National Sponsors

5 Marketing Activities

5.1 Johnson & Johnson

5.2 /hyundai

5.3 Pepsi

5.4 Nike

5.5 Coca Cola

5.6 Visa

5.7 Adidas

6 Social Media Marketing

7 Memorable moments from the most social World Cup ever

7.1 Record breaking social mentions

7.2 Pre-Tournament

7.3 Kick Off

7.4 The Final

8 Ill effects of Social Media on sponsorship value

9 Sponsorship War – Nike v/s Adidas

9.1 Business Alignment

9.2 Cost Value equation

9.3 Quantifiable results

9.4 Leverage

10 Social Media War – Nike v/s Adidas

11 Conclusion

12 Annexure

13 Webliography

1. Introduction to Sports Marketing

Sport marketingis a subdivision ofmarketingwhich focuses both on the promotion of sports

events and teams as well as the promotion of other products and services through sporting

events and sports teams. It is a service in which the element promoted can be a physical

product or a brand name. The goal is to provide the client with strategies to promote the sport

or to promote something other than sport through sports. Sport marketing is also designed to

meet the needs and wants of the consumer through exchange processes.These strategies

follow the traditional four "p"'s of generalmarketingproduct, price, promotion and place,

another four "p"‘s are added to sport marketing, relating to the fact sports are considered to

be a service. The additional 4 p‘s are: planning, packaging, positioning and perception. The

addition of the four extra elements is called the "sport marketing mix."

Sport marketing is divided into three sectors. The first is the advertising of sport and sports

associations such as the FIFA world cup, Olympics, Spanish football league and the NFL.

The second concerns the use of sporting events, sporting teams and individual athletes to

promote various products. The third is the promotion of sport to the public in order to

increase participation. In the first case, the promotion is directly related to sports. In the

second case, the products can but do not have to be directly related to sports. When the

promotion is about sports in general, the use of this kind of strategy is called ―marketing of

sports.‖ When the promotion is not about the sports but sports events, athletes, teams or

leagues are used to promote different products, the marketing strategy is denominated

―marketing through sports." when the promotion is about increasing participation amongst

the public it is called "grassroots sports marketing." to promote the products or services, the

companies and associations use different channels such as sponsorships of teams or athletes,

television or radio advertisement during the different broadcast sports events and

celebrations, and/or advertisement on sporting venues. ―Street marketingof sport‖ which

considers sport marketing through billboards on the street and also through urban elements

(street lighters and sidewalks, etc.) To help promote and gain publicity during major

worldwide sporting events such as thefootball world cup, the Olympic Games, the super bowl

or the winter Olympic Games.

One element that sport marketing takes advantage of is that athletes tend to be brand loyal

and fans tend to be loyal to their favourite athletes and teams. This can be recognized through

the contracts players and athletes sign with sports companies in which they get paid to wear

or use their products in each game or sporting event. By doing so, the players and athletes

and also their fans develop a loyalty to the products for a longer time.

1.1 History

Sport has a universal reach. It is a kind of entertainment that can be accessed and understood

by everyone. Most importantly, sport connects people emotionally. Marketers have been

using this emotional connection to market their brands for over 100 years. Brands are linked

with sports to get better attention from the potential customers. Get ready to dive into a brief

history of sports and marketing!

Sports marketing first came to be in the 1870s in the form of tobacco cards that featured the

baseball players of that era. But, the actual and considerable growth in sports marketing was

observed over the last 70 years with the increase in television coverage of sports. In 1939 for

the first time, a major baseball league match was broadcasted on television that helped babe

Ruth to become the first 6-figure athlete in the world of professional sport.

In its initial days, sports marketing was only concerned with the placement of products and

development of product credibility. During the early 80s, marketers began to use sports as

one of their effective marketing tools. Sports sponsorship deals with the awareness of brands,

whereas sports marketing are concerned with activation of sponsorship contracts. The main

purposes of sports marketing are to create a connection between the brand and the symbol

and to communicate this connection to the customers. The popularity of a particular sport

reflects the probability that sports stars would be able catch the minds and hearts of the

public. Because of this reason, the FIFA world cups have become a major event for

marketing.

With the emergence of new marketplaces, new brands also enter into the fray. Although the

competition becomes tougher, additional investment also comes into the market. The epl

(English premier league) is the best example for this. Many epl clubs have sponsorship

contracts with the far eastern brands, such as change beer, kuomo tyres, mansion casino, etc.

These brands are developing a global profile as well as reinforcing their domestic presence.

In future, these far eastern brands may look to activate sponsorships in the far eastern nations

from the English market. We can say that the face of the sports marketing is changing. Many

established brands from England are starting to target these sponsorships with an objective to

grow business in the emerging markets. For example, standard chartered bank looks at its

sponsorship contract with the Liverpool fc, as a source to drive more business opportunities

in the Far East.

Generally, companies see sports marketing as a tool to put their brands in front of a universal

audience, but the contrary is also possible. For example, Aviva insurance is a global brand

and it could have sponsored any event or team anywhere in the world. Instead, it sponsored

the Norwich city. This is because, Aviva uses the excitement and passion generated by this

team to develop an emotional connection with the public of Norwich, where most of the

Aviva‘s staffs live.

The trend of sports marketing appears never-ending. The FIFA world cup 2014 had created a

great buzz worldwide and was anticipated to be the most sponsored and branded world cup

till date.

1.2 Benefits of sport marketing

Sport marketing impulses memberships, sales, and recognition. These factors represent the

biggest benefits for the companies, the athletes, the associations, the leagues, and sport event

managers. Well planned, effective marketing helps to understand the customer and the

marketplace. Also, informed marketing decisions help increase status and importance in

people's lives, sport is considered a profitable and sustainable marketing source.

1.3 Sports Marketing, revenue &the difference between indirect and

direct sources

Sponsorship, athlete endorsements, stadium naming rights, TV advertising, TV network

deals, signage, etc. Are all ways for a club to monetize the goodwill of their brand? All of

these represent indirect revenue sources funded from advertisers whom are seeking one

things - reaching a specific, targeted audience.

Without that audience - the fan base - however, none of these indirect streams would be

possible. From a marketing perspective, therefore, a principal discipline of "sports marketing"

must account for the marketing of the team (a.k.a. Brand) to fans. Direct revenue streams

measured through ticket (single & season), merchandise, and concession sales.

Like retail, travel, gaming, or even retail banking, there is a related set of challenges to

marketing and selling a sports product as found in any other vertical. Any definition of

"sports marketing" must certainly account for the primal challenge.

1.4 The marketing of sports teams and events

According to different authors and organizations the marketing of sports events and teams is

defined as ―designing or developing a 'live' themed activity, occasion, display, or exhibit a

sporting event to promote a product, a team, cause, or organization. Which in other words it

can be defined as follows: the marketing of sports events and teams is the marketing strategy

which is designed or developed a ―live‖ activity, which has a specific theme. Mostly this kind

of strategy is used as a way to promote, display or exhibit different things, such as a sports

team, a sport association among others. There are different events that can clearly exemplify

this concept, such as thesuper bowl, theOlympic Games, theuefa champion‘s leagueand

theFIFA world cup.

The super bowl is an example of this concept because it is a massive sport event organized by

a sport association, the nfl‘s, which looks to promote the event itself, the sport itself and as

well the different football teams. The way this event is promoted is by TV and radio

commercials but also by the contracts signed with other companies in order to transmit the

event. For example in Mexico the NFL‘s signed a contract with a Mexican movie theatre,

Cinemax, so some of the most important games of the event were transmitted in its different

theatres. With this the nfl‘s obtained the promotion of the event in its country and in national

TV but also it obtained the possibility to promote the event at major scale in the foreign

countries, which means more audience, therefore the nfl‘s achieved the goal of promoting the

sport event and the teams involved.

1.5 The marketing of products through sport

'Marketing through sport'is a concept that's been used since the 1980s, but has increased in

importance in the last two decades due to the growth and expansion that the different types of

sports have enjoyed since then. ―Marketing through sports‖ it is a marketing strategy that can

be used in sports in two different ways. First, the use of marketing and promotion can be

carried out through the sport or through the sports club. In the first case, the use of marketing

is under responsibility of the different sporting associations, while in the second case, the

responsibility falls on the different sports clubs. In this manner, marketing and promotion

through the sport and through the club involve sponsorship, corporate events and boxes,

licensed merchandise, names and images also known as ―endorsement‖, advertising through

broadcaster, advertising such as advertising as ground signage/clothing/equipment

advertising, promoting games, promoting using players/club/league or developing ‗business

opportunities.‘ the peculiarity of sports is that ―sport is the only entertainment where, no

matter how many times you go back, you never know the ending.‖ This singular fact is used

by marketing companies as an advantage: every time the audience attends an event it will see

the advertisements again and again, providing a wide range of opportunities for the different

companies which operate on this field.

1.5.1 Sponsorship of events

One of the oldest examples isWimbledonball official supplier (1902- 2015[6]

).the

modern concept of products official supplying derives from the Victorian ages, for example

in the past some of the companies supplied royal family for cheaper prices or even on cost

because of the associated quality.

1.5.2 Sponsorship of teams

A real life example for representing the concept of marketing through sports is the case of the

Spanish bank, bbvabancomer, and the Spanish football league. In this case bancomer which is

the major sponsor of the Spanish league increased its period of participation in the league

until 2013. So as the definition of this concept says, the company that is using this marketing

strategy is not necessarily related to sports. In this case it is a bank and through sports or

sports events it promotes its trademark and the services that it gives.

One of the prominent and very successful sports marketing example is Turkish airlines, the

leading national carrier in turkey. Turkish airlines established a well-planned sports

marketing strategy through several sports category with highly reputed teams, celebrity

players and sport associations including Manchester united, fc Barcelona, euro league, top

star nba player Kobe Bryant, Turkish top football teams, turkey national football team,

number one tennis player Caroline wozniacki.

Another example of sports marketing through sponsorships, is the renovation of the contract

between adidas and the Mexican football federation (fmf). In august of this year the ceo of

adidas Herbert hainer in companion of the president of the fmf, justinocompeán announced

the renewal of the contract in order to permit adidas to continue producing and designing the

uniform of the Mexican teams until 2018. This is an example of sports marketing because as

it was define, sports marketing is a marketing strategy in which companies related to sports

products or services promote their trademark through design, production or other resources.

In this case adidas, which is completely related to sports, is the company that is using sports

marketing as a strategy, by designing the uniforms of the football team and as a consequence

its trademark is being promoted every time there is a game.

1.5.3 TV advertising during broadcast sports events

Finally another example of marketing through sports is the strategy used by Gillette match to

promote its personal hygiene products through representative figures of each sport on

television during broadcast sports events. Gillette uses for this issue characters from football

soccer such as Thierry henry, from tennis roger Federer and from golf tiger woods. In the

commercial these celebrities appear using the products of the company showing the results in

order to demonstrate that if successful people use the products you should use them to. It is a

clear example of this concept, because the company using this marketing strategy is not

related to sports at all, but through important personalities of each sport it has the possibility

to get to its target audience.

Marketing of athletics through social media websites

1.5.4 Marketing of athletics through social media websites

With technology growing at such an exponential rate, marketing someone's product or team,

etc. Through certain media sources can result in positive revenue and create more attention to

the not only fans but the broader audience. With the rapid growth in social media websites

and the easy-to-access ideal through smart phone apps, this form of marketing can become

very beneficial in the long run. Several different sports groups and companies have attempted

to market their products to create team awareness and popularity through social media

websites. The most commonly used websites to promote a company‘s products through social

media are Facebook and twitter. Facebook has received more than 1.6 billion visits a week

and twitter receives more than 400 million visits a month,so marketing products and teams

through these websites could be deemed a very handy way to create recognition. Here are a

couple of examples of companies and teams raising awareness through Facebook and twitter

account pages:

Baylor rewards program:when fans decide to "like" or "follow" Baylor athletics on either

twitter or Facebook, they are given day-to-day updates on their favourite‘s teams. From a

marketing aspect, the Baylor athletics page on Facebook and twitter (@baylorathletics) keeps

track of fans who have "tweeted" or "commented" on certain links, posts, or tweets. There is

an incentive for these fans to post and tweet because at the end of each year, the top three

posting or tweeting fans who are selected, receive prizes, from free jerseys and merchandise

to season tickets.

Michigan presale incentive:Michigan created a very clever way to enhance the total amount

of "likes" or "followers" for their Facebook and twitter pages in order to obtain recognition.

In order to have the opportunity to apply for pre-sale tickets for their Michigan football

games, at the largest football arena in the nation 'the big house,' fans are required to "follow"

or "like" their page on Facebook or twitter, which allows them to be able to purchase pre-sale

tickets for any game that they desire, making this method of marketing a great tool to gain

awareness for their team and many other things.

Louisville slugger scavenger hunt:after theSt. Louis cardinalswon the World Series

in2011,hill Erich &bradsby, makers of Louisville slugger bats and other baseball equipment,

created a scavenger hunt through twitter in order to raise awareness for their company. The

hunt involved baseball hats, scattered all over the city of St. Louis, Missouri. The Louisville

slugger twitter page posted "tweets" that hinted at where the hats were located within the city.

The fan or participants used their mobile phones in order to be up to date on the specific

"tweets" referring to the hunt. If a fan or participant found one of the several hats, the

participant was told that they were to be kept by the seeker. The reason this company held a

scavenger hunt was to receive recognition and to increase their followers on twitter. The

statistics shows that their fan base skyrocketed 143%.

Because of this marketing tool, these fan based website pages have increased greatly in

numbers and give them the recognition that they were looking for

1.6 Grassroots sport marketing

Grassroots sport marketing is part of the field of marketing known associal marketing. This

refers to marketing something that is of benefit to the public, and is normally done by

government or charities rather than private sector organizations. It is normally done with a

much smaller budget than marketing of sports teams and event or marketing of products

through sports as it does not bring any direct financial benefit. Although this marketing

normally drives people to clubs where they will pay to play sport it still needs to be

subsidized in order to be run. The money therefore comes from local councils with a remit to

increase participation or from public health sector which wants to decrease the cost of

disease.

2 FIFA world cup 2014

2.1 FIFA

Thefédération internationale de football association (FIFA/ˈfiːfə/; English:international

federation of association football) is the internationalgoverning bodyof association

football,futsalandbeach soccer. FIFA is responsible for the organisation of football's major

international tournaments, notably theworld cupwhich commenced in 1930 and thewomen's

world cupwhich commenced in 1991.

FIFA was founded in 1904 to oversee international competition among the national

associations of Belgium, Denmark, France, Germany, the Netherlands, Spain, Sweden and

Switzerland. Headquartered inZürich, membership now comprises209 national associations.

Member countries must each also be members of one of the six regional confederations into

which the world is divided: Africa, Asia, Europe, north & Central America and the

Caribbean, Oceania and South America.

Although FIFA does not control the rules of the game, it is responsible for both thewomen's

world cuporganisation of a number of tournaments, and their promotion, which generates

revenue from sponsorship. In 2013, FIFA had revenues of over 1.3 billion U.S. dollars, for a

net profit of 72 million, and had cash reserves over 1.4 billion U.S. dollars.

2.2 History

The need for a single body to overseeassociation footballbecame apparent at the beginning of

the 20th century with the increasing popularity of international fixtures. FIFA was founded in

England on 21 may 1904; the French name and acronym persist even outside French-

speaking countries. The founding members were the national associations

ofBelgium,Denmark,France,the Netherlands, Spain (represented byMadrid football club;the

Spanish federationwas not created until 1913),SwedenandSwitzerland. Also, that same day,

theGerman associationdeclared its intention of affiliating through a telegram.

The first president of FIFA wasRobert Guerin. Guerin was replaced in 1906 byDaniel burley

woolfellfrom England, by then a member of the association. The first tournament FIFA

staged, the association football competition for the1908 Olympics in Londonwas more

successful than its Olympic predecessors, despite the presence of professional footballers,

contrary to the founding principles of FIFA.

Membership of FIFA expanded beyond Europe with the application ofSouth Africain

1908,ArgentinaandChilein 1912, andCanadaand theUnited Statesin 1913.

During World War I, with many players sent off to war and the possibility of travel for

international fixtures severely limited, the organisation's survival was in doubt. Post-war,

following the death of woolfell, the organisation was run by DutchmanCarl Hirschman. It

was saved from extinction, but at the cost of the withdrawal of thehome nations (of the

United Kingdom), who cited an unwillingness to participate in international competitions

with their recent world war enemies. The home nations later resumed their membership.

The FIFA collection is held by thenational football museumin England.

2.3 2014 FIFAWorld Cup

The2014 FIFA World Cupwas the 20thFIFA world cup, the tournament for theassociation

footballworld championship, which took place at several venues across Brazil.Germanywon

the tournament and took its fourth title by defeatingArgentina1–0 in the final.

It began on 12 June with agroup stageand concluded on 13 July with the championship

match.It was the second time that Brazil has hosted the competition, the first being in1950.

Brazil was elected unchallenged as host nation in 2007 after the international football

federation,FIFA, decreed that the tournament would be staged in south America for the first

time since1978in Argentina, and the fifth time overall.

The national teams of 31 countries advanced throughqualification competitionsthat began in

June 2011 to participate with the host nation Brazil in the final tournament. A total of 64

matches were played in 12 cities across Brazil in either new or redeveloped stadiums. For the

first time at a world cup finals, match officials usedgoal-line technology, as well asvanishing

foamforfree kicks.

All world champion teams since thefirst world cup in 1930–

Argentina,brazil,England,France,Germany,Italy,Spainand Uruguay– qualified for this

competition. The title holders, Spain, were eliminated at the group stage, along with previous

winners England and Italy. Uruguay was eliminated in the round of 16 and France was

eliminated at the quarter-finals. Host and 2013 confederations cup winner Brazil lost to

Germany in the first semi-final. By winning the final Germany became the first European

team to win a world cup in the Americas.this result marked the first time that the same

confederation had won three successive world cups (following Italy in2006and Spain

in2010).

As the winners, Germany qualified for the2017 FIFA confederations cup. During the 2014

FIFA world cup, theFIFA fan festin the host cities received 5 million people, and the country

received 1 million guests from 202 countries

3 2014 FIFA World Cup Marketing

The marketing of the2014 FIFA world cupincludes sale of tickets, support from sponsors and

promotion through events that utilize the symbols and songs of the tournament.

Marketers utilized the internet and social media platforms like YouTube and twitter to

generate buzz around their individual campaigns. Electronics and Headphones Company,

beats by dre, captured the world‘s attention with its five-minute clip highlighting footballers‘

pre-match routine. The spot featured Brazil‘s Neymar along with other well-known players

and celebrities, including ESPN‘s Stuart Scott, united states men‘s national team soccer

member joy antidote, tennis star Serena Williams and newly-acquired Cleveland cavalier,

Lebrun James.

―Social media is a powerful tool to sponsors and non-sponsors alike,‖ said Dave mingy,

president and founding partner of glideslope, a global consulting agency. ―The emergence of

social media — which is an activation platform has absolutely levelled the playing field

between official sponsors and ambush marketers.‖

If beats by dre had been a FIFA sponsor, its five-minute clip might have turned into a 30-

second commercial piece due to the official partnership totalling millions of dollars. At the

same time, beats‘ use of top-tier talent for its creative would have been significant less.

While mingy said it is ―too early to tell‖ if there exists a dilution of official FIFA sponsorship

by non-sponsors, it is certainly at the forefront of marketers‘ conversations when they‘re

considering investing significant dollars to gain official sponsorship status of a mega event.

―the proliferation of social media by non-sponsors — particularly on the recent world cup

stage — is going to make a lot of us scratch our head and take a deeper look,‖ mingy said.

―One will be left to wonder in the very near future if it will take a significant change in policy

or legislation to better protect the official rights of the partners. Without it, it‘s likely that the

value of a well-executed ambush marketing campaign will only become more attractive.‖

Despite the presence of ambush marketers, official sponsors still capitalized on their

partnership with FIFA. Brands like Anheuser-Busch inbev and adidas were present both on

the pitch as well as online. As mingy noted, abinbev matched the sideboards around each

stadium to the national beer brands of the teams playing.

For example, if United States was playing, ‗Budweiser‘ signage could be seen close to the

pitch. During Brazil matches, the company pushed brahma, the national beer. While viewed

as a minor detail, it is the forethought and the subsequent execution that then makes

individuals, like mingy, tip their ―marketing cap‖ to abinbev.

―they were very much acting with their finger on the pulse making sure the side boards were

reflecting the most appropriate national beer for the global viewing audience, particularly the

audience in that home nation,‖ he added.

Through its social media marketing efforts and the ‗all in or nothing‘ campaign, adidas

became the most talked about brand related to the 2014 FIFA world cup as its social media

followers increased by 5.8 million across all major platforms. Its strategic and deliberate

creation of planned and reactive content helped drive the brand‘s conversation online.

―This world cup has been an outstanding success for adidas and clearly underlines our

position as the world‘s leading football brand,‖ said adidas group CEO Herbert hainer.

Additionally, kt tape, which served as the official kinesiology therapeutic tape supplier for

the U.S. men‘s national team, saw an uptick in 4-5 percent sales growth during the month-

long spectacle, according to president john McKay.

Besides official sponsors and ambush marketers, there were ‗winners‘ and ‗losers‘ on the

athlete side as well. Uruguay‘s Luis Suarez perhaps made the most noise at the world cup —

and for the wrong reasons.

―What price did Suarez pay for the bite?‖ Asked mingy, a question on everyone else‘s mind

as well. In Uruguay‘s final group match against Italy, Suarez bit Giorgio chilling, which

ultimately resulted in a nine-match international ban and a four-month suspension.

―Suarez is one of the world‘s top players who might have met his final strike from a

marketing perspective,‖ said mingy, who noted that 888 poker had already cut ties with

Barcelona‘s newest striker. ―He is an incredible talent on the pitch but marketers will have to

think long and hard about associating their brand with his image and personality and what

type of baggage could be associated with him.‖

Added Cristiano Jonquiere, director of planning at saravah, a brazil-based content and

branding design firm: ―I believe that any brand should be aware that, in the heat of such an

important match, any athlete has the chance to lose his mind one day — as Suarez did. Once

Suarez is an idol, I believe he will probably be hurt in the short-term, especially if we

imagine that the future achievements in his career will probably make this episode less

significant to his image in the long-term.

―On the other hand, if the same situation happened to a player that is not viewed as an idol,

an incident like this could hurt his image for a much longer term.‖

On the flip side, U.S. men‘s national team goalkeeper, Tim Howard, grabbed positive

headlines following his record-setting 16-save performance against Belgium in the knockout

stage.

The Everton net minder ―became a household name in the space of sport in the u.s. at least in

the near term,‖ according to mingy. Yet, the downfall for Howard may not only be his age

(35) but the fact that he‘s garnered much of his success playing overseas.

How his management team at Wassermann media group strategically markets him in both the

short and long term, considering his playing schedule and national appeal, will be something

to closely watch. Following his playing days, there may be opportunities for the new jersey

native away from the pitch to still be associated with u.s. soccer, possibly as a national

spokesperson or even as a head instructor at national camps. However you slice it, Howard‘s

play in the world cup put his name into the national spotlight.

―There could be a very long runway for Tim to enjoy some lucrative opportunities based on

this single tournament for years to come,‖ mingy said.

3.1 Marketing strategy

After the 2006 FIFA world cup™ c

The six FIFA partners have the highest level of association with FIFA and all FIFA events as

well as playing a wider role in supporting the development of football all around the world,

from grassroots right up to the top level at the FIFA world cup™. This allows FIFA and its

partners to form true partnerships, adding great value to the engagement for both sides.

FIFA world cup sponsors have rights to the FIFA confederations cup and the FIFA world cup

on a global basis. The main rights for a sponsor in this tier are brand association, the use of

selected marketing assets and media exposure, as well as ticketing and hospitality offers for

the events.

The national supporter level is the final level of FIFA‘s sponsorship structure, allowing

companies with roots in the host country of each FIFA event to promote an association in the

domestic market.

One major benefit of FIFA‘s sponsorship strategy is the wide product category exclusivity

which is afforded to all commercial affiliates, allowing each brand to distinguish themselves

from competing brands in their product category.

3.2 Logo

The official logo of the competition is entitled "inspiration", and was created by Brazilian

agencyAfrica. [1]

The design is based around a photograph of three victorious hands together

raising the world cup trophy and its yellow and green colouring is meant to represent Brazil

warmly welcoming the world to their country. It was unveiled at a ceremony held during

the2010 world cupinJohannesburg.The design was selected from the submissions of 25

Brazilian-based agencies invited to submit designs.Brazilian graphic designer alexander

wollner has criticised the design, suggesting that it resembles aface palm, as well as the

process through which it was chosen, which had a jury that excluded professional graphic

designers.

FIFA also commissioned an official poster that was unveiled in January 2013 and designed

by the Brazilian creative agency crama.The official slogan is "all in one rhythm" (Portuguese:

"juntosnumsóritmo")which is a registeredtrademark.

3.3 Mascot

Thetatu-bola, anarmadillothat defends itself from predators by rolling up into a ball, was

chosen by FIFA in September 2012 as the official mascot from 47 designs created by six

Brazilian agencies.

The then-unnamed mascot was first unveiled to the public during a segment of the Brazilian

news showfantástico.[7]

an online public vote was used to determine the name in which three

potential names were offered,[8]

with the winning name being announced on 25 November

2012:[9]

1.7 million people (about 48%) voted for fuleco, ahead of zuzeco (31%) and amijubi

(21%).[10]

the name is aportmanteauof the words "futebol" ("football") and "ecologia"

("ecology").[9]

As well as appearing throughout the tournament, fuleco also featured on a global promotional

tour of theFIFA world cup trophythat visited 88 countries between September 2013 and the

start of the tournament.

3.4 Merchandising

globomarcashave been appointed the master licensee by FIFA for all retail products related to

the 2014 world cup.[12]

a wide range of products have been produced, with the best-selling

being those related to thefuleco mascotas well as theofficial match ball.[13][14]

thecaxirola, the

officially-recognised tournament instrument, a percussive instrument created by Brazilian

musiciancarlinhos brown, can also be purchased, although its use is banned within stadiums

in contrast to the prominentvuvuzelain 2010.[15][16]

Additional related items include the now customary releases of anofficial video

game(released byea sportsfor thePlayStation 3andXbox 360platforms) and a sticker

collection byPanini, which could also be collected in virtual form on FIFA's website.

3.5 Music

Anofficial songhas been created for every world cup finals since 1962. In January

2014,FIFAandsonny music announced that the official song for the tournament will be "we

are one (ole ola)" bypitbull,Jennifer Lopezand Claudia leitte.[19]

a customized version of the

song "dare (la la)" byShakira, who provided theofficial song of the 2010 tournament, will be

used as a secondary theme song.[20]

sonny also launched a global music contest – entitled

'supersong' – to select a song for the competition's official album,one love, one rhythm.[21]

the

contest allowed any person to submit a song via a website, with the winning entrant to be

professionally recorded by the singerRicky martin.[21]

in February 2014, americanelijah

kingwas chosen with the song "vida".[22]

in march 2014, FIFA also announced the addition of

an official anthem, selecting the song "dar um jeito (we will find a way)", recorded

byavicii,carlossantana,wyclef jeanandalexander pires.

3.6 Ball

As part of the marketing for the competition, the local organising committee

andadidasarranged a competition to name thematch ballto be used in the competition.Adidas

brazucawas selected by a public vote organised with over one million Brazilian football fans

voting.[24]

the namebrazucawas chosen with 77.8% of the vote.[25]

two other voting options

were given:bossa nova(14.6% of the vote) andcarnavalesca(7.6% of the vote).

4 Sponsorship

The sponsors of the 2014 world cup are divided into three categories: FIFA partners, FIFA

world cup sponsors and national supporters.

4.1 FIFA partners

a. Addidas

www.adidas.com

One of the main focuses of adidas is football kit and associated equipment. Adidas remain a

major company in the supply of team kits for international association football teams and

clubs, includingBayern Munich,real Madrid,Chelsea,Manchester united(starting in 2015-16)

anda.c. Milan.

Adidas also makes referee kits that are used in international competition and by many

countries and leagues in the world. The company has been an innovator in the area of

footwear for the sport, with notable examples including the 1979 release of theCopa

mundialmoulded boot used for matches on firm dry pitches. It holds the accolade of the

bestselling boot of all time. The soft-ground equivalent was named world cup and it too

remains on the market, timeless and iconic.

According to the final judgement, adidas has stolen the conception of the world famous

predator boots' innovation from the Hungarian inventor oroszilászló.

FIFA, the world governing body of football, commissioned specially designed footballs for

use in its ownworld cuptournaments to favour more attacking play. The balls supplied for

the2006 world cup, theteamgeist, were particular noteworthy for their ability to travel further

than previous types when struck, leading to longer range goals. Goalkeepers were believed to

be less comfortable with the design, claiming it would move significantly and unpredictably

in flight.

Adidas also introduced another new ball for the2010 world cup. Thejabulaniball was

designed and developed byLoughborough Universityin conjunction withChelsea. It received

much criticism from players, managers and pundits for being too hard to control.the lighter

and more aerodynamic ball led to many shots and passes being over hit. The

adidasbrazucawas the match ball of the2014 world cup.

Adidas has numerous major kit deals with clubs worldwide, includingBayern Munich,real

Madrid,Manchester united,Chelsea,a.c. Milan,and Ajax,benfica,Lyon,marseille,river plate,

fluminense,palmeirasandflamengo. National teams sponsored

includeGermany,Spain,Russia,and

japan,Colombia,Argentina,Mexico,Nigeria,DenmarkandSweden.

Adidas has endorsed players, includingLionel messi,kaká,zinedinezidane,davidbeckham,Luis

suárez,arjenrobben,xavi,gareth bale,robin van persie,karimbenzema,thomasmüllerandJames

rodríguez.[24][25][26]

As well as the aforementionedpredatorboot, adidas also manufacture thef50andadipurerange

of football boots. Adidas also provides clothing and equipment for all teams inmajor league

soccer.

In april 2013, adidas andopta sportsannounced the introduction of a new football player type -

the engine.[27]

the engine‘ is the archetypical box-to-box footballer who covers every blade of

grass, seeks goal scoring chances, tracks down his opponent and displays relentless energy

from the first minute to the final whistle.

In July 2014, adidas andManchester unitedagreed a world record $1.29 billion kit deal over

10 years starting from the 2015/2016premier leagueseason, the most valuable in sports

history, and replacing rivalnikeas the club's equipment partner.

"adidas is all in"is the current global marketing strategy for adidas. The slogan aims to tie all

brands and labels together, presenting a unified image to consumers interested in sports,

fashion, street, music and pop culture.

b. Coca-cola

www.coca-cola.com

Coca-cola was the first commercialsponsorof the Olympic games, at the1928 gamesin

Amsterdam, and has been an Olympics sponsor ever since.[109]

this corporate sponsorship

included the1996 summer Olympicshosted in Atlanta, which allowed Coca-Cola to spotlight

its hometown. Most recently, Coca-Cola has released localized commercials for the2010

winter Olympicsin Vancouver; one Canadian commercial referred to Canada‘s hockey

heritage and was modified after Canada won the gold medal game on February 28, 2010 by

changing the ending line of the commercial to say "now they know whose game they're

playing".[110]

Since1978, Coca-Cola has sponsored theFIFA world cup, and other competitions organised

by FIFA. OneFIFAtournament trophy, theFIFA world youth championshipfrom Tunisia

in1977to Malaysia in1997, was called "FIFA — coca cola cup".[111]

in addition, Coca-Cola

sponsors the annualCoca-Cola 600andcoke zero 400for themascarasprint cup seriesatcharlotte

motor speedwayinconcord, north CarolinaandDaytona international speedwayin Daytona,

Florida.

Coca-cola has a long history of sports marketing relationships, which over the years have

includedmajor league baseball, thenational football league, thenational basketball association,

and thenational hockey league, as well as with many teams within those leagues. Coca-cola

has had a long time relationship with the nfl'sPittsburgh steelers, due in part to the now-

famous1979 television commercialfeaturing"mean joe" greene, leading to the two opening

the Coca-Cola great hall atHeinz fieldin 2001 and a more recentCoca-Cola zerocommercial

featuringtroy polamalu.

Coca-cola is the official soft drink of manycollegiate footballteams throughout the nation,

partly due to Coca-Cola providing those schools with upgraded athletic facilities in exchange

for Coca-Cola‘s sponsorship. This is especially prevalent at the high school level, which is

more dependent on such contracts due to tighter budgets.

Coca-cola was one of the official sponsors of the1996 cricket world cupheld on theIndian

subcontinent. Coca cola is also one of the associate sponsor ofDelhi daredevilsinIndian

premier league.

In England, Coca-Cola was the main sponsor ofthe football leaguebetween 2004 and 2010, a

name given to the three professional divisions below thepremier leagueinfootball(soccer). In

2005, Coca-Cola launched a competition for the 72 clubs of the football league — it was

called "win a player". This allowed fans to place one vote per day for their favourite club,

with one entry being chosen at random earning £250,000 for the club; this was repeated in

2006. The "win a player" competition was very controversial, as at the end of the 2

competitions,Leeds united a.f.c.had the most votes by more than double, yet they did not win

any money to spend on a new player for the club. In 2007, the competition changed to "buy a

player". This competition allowed fans to buy a bottle of Coca-Cola or Coca-Cola zero and

submit the code on the wrapper on the Coca-Cola website. This code could then earn

anything from 50p to £100,000 for a club of their choice. This competition was favoured over

the old "win a player" competition, as it allowed all clubs to win some money. Between 1992

and 1998, Coca-Cola was the title sponsor of thefootball league cup (Coca-Cola cup), the

secondary cup tournament of England.

Introduced march 1, 2010, in Canada, to celebrate the2010 winter Olympics, coca cola sold

gold colored cans in packs of 12 355 ml each, in select stores.[112]

In 2012, Coca-Cola (Philippines) hosted/sponsored theCoca-Cola pba youngstersin the

Philippines.

c. Hyundai – kia motors

FIFAworldcup.hyundai-kiamotors.com

The hyundai motor company is a South Korean multinational automotive manufacturer

headquartered in Seoul, South Korea. The company was founded in 1967 and, along with its

32.8% owned subsidiary, kia motors, together comprise the hyundai motor group, which is

the world's fifth largest automaker based on annual vehicle sales in 2012 . [6][needs update]

in

2008, hyundai motor (without kia) was ranked as the eighth largest automaker.[7]

as of 2012,

the company sold over 4.4 million vehicles worldwide in that year,[8]

and together with kia

total sales were 7.12 million.[9]

Hyundai is currently the fourth largest vehicle manufacturer in the world. Hyundai operates

the world's largest integrated automobile manufacturing facility in ulsan, South Korea, which

has an annual production capacity of 1.6 million units. The company employs about 75,000

people worldwide. Hyundai vehicles are sold in 193 countries through some 6,000

dealerships and showrooms.

d. Emirates

www.emirates.com

From 2004, the airline changed its slogan tofly emirates. Keep discoveringin 2008, emirates

launched a slogan mainly revolving around their route network of 100 destinations in 59+

countries across six continents –fly emirates. Keep discoveringandfly emirates. To over six

continents.most recently emirates launched a campaign to promote Dubai as a destination

using the sloganfly emirates. Meet Dubai.

Other slogans used in the past by the airline include.

Emirates. The finest in the sky

Be good to yourself. Fly emirates

When was the last time you did something for the first time? Fly emirates.

Fly emirates. Keep discovering

Hello tomorrow

Emirates introduced a new design in august 2008 for its 16,000 uniformed staff, designed by

Simon jersey plc. The off board uniform includes the emirates hat, red kick-pleats in the

skirts, more fitted blouses and the return of red leather shoes and handbags. For the on-board

uniform, male and female cabin crew wear service waistcoats in place of the previously worn

service jackets and tabards. The male flight attendants wear a chocolate brown suit, featuring

pinstripes, with a cream shirt and a caramel, honey and red tie. Both male and female pursers

wear this chocolate brown colour, but with no red featured.

Since its formation in 1985, though to a limited extent until all aircraft were repainted,

emirates aeroplanes carried a section of theUnited Arab Emiratesflag on the tail fins,

acalligraphyof the logo in Arabic on the engines and the "emirates" logo on the fuselage both

inArabicand English. The colour scheme used since 1985 was changed in November 1999 to

the one still in use today. This change saw the modification of logotype, the enlargement and

move of the English logo (the Arabic remaining smaller) towards the front of the aircraft and

a different, flowing flag on the tailfin.[104]

some newer aircraft such as theairbus a380-800,

have the emirates logo painted on the belly of the aircraft. Emirates aircraft also have

theFIFA world cuplogo on them, as emirates is the official airline sponsor.[105]

In cricket, emirates sponsorscricket Australia,[106]

lord's taverners,[107]

and pro arch

tournament.[108]

their branding also features on internationalcricketumpires shirts.[109]

emirates

has also become an official partner of theinternational cricket counciluntil 2015. This deal

gives emirates association with all major icc tournaments, including the 2011 and

2015icccricket world cups, icc champions trophy and icc world twenty20.emirates are the

twenty20 shirt sponsor ofDurham county cricket cluband hold the naming rights to the

riverside ground now known asemirates Durham international cricket ground, the Dubai

international racing carnival, Melbourne cup carnival, and the Australian jockey club's

autumn and spring carnival.

Emirates is the major sponsor of the emirates team new Zealand challenger to the 34th

America‘s cup in sailing.

Emirates are also major sponsors of Englishpremier leagueclubarsenal, taking over in 2006,

after four years as the primary sponsors ofrivalsChelsea. Arsenal'semirates

stadiumisnamedfor emirates. In august 2009 theScottish junior football association

announced that emirates would sponsor their Scottish cup competition.In 2011, emirates

sponsored the cross-Thamescable car,emirates airlinein London. Emirates were also the

major sponsor of theDeccan chargersteam ofIndian premier league, the largest domestic

cricket tournament in the world. Starting with the 2012 season, emirates will sponsor theus

open series, a six-week summer tennis season leading up to theus open. Their sponsorship

runs till 2019.

Emirates airline is the sponsor ofafctravel and play inafc champion‘s league,aff Suzuki cup,

as well as the primaryshirt sponsorof the football clubsac Milan,arsenal,hamburger sv,New

York cosmos,Paris saint-germaneandreal Madrid.

e. Sony

www.sony.net

It was for the tr-6 radio that sonny first contracted atchan, a cartoon character created by

fuyuhikookabe, to become itsadvertising character. Now known as "sonny boy", the character

first appeared in a cartoon ad holding a tr-6 to his ear, but went on to represent the company

in ads for a variety of products well into the mid-sixties.

―Make-believe‖ sonny announced a brand strategy at ifa 2009 to replace the "like.no.other"

moniker.the words "make-believe" form the "sonny group brand message."the words are

designed to unify the company's efforts at communication, and to reinvigorate the sonny

brand. This marks the first time any message has served to represent the company's entire

range of products.Previously, the company adopted separate strategies in its promotion of

entertainment and electronics products.

Following the announcement of the "make-believe" brand strategy, the company included the

logo at the end of advertisements. not until November 2009 did it launch its first

advertisement.Sony expanded the initial ad to print, television, digital, and outdoor

advertisements across Europe. The company launched the "make-believe" strategy in the

United States in January 2010.

Sony budgeted us$100 million for its "make-believe" campaign in 2010.[6]

that same year,

sonny rolled out the second portion of the campaign, focused on promoting its 3d

offerings.[6]

it broadcast television advertisements featuringamerican footballplayerPeyton

manningas well as pop singerJustin Timberlake.[6]

the ads were intended to teach consumers

about 3d and reduce misconceptions about the technology.[6]

as a part of the push, the

company planned to conduct several thousand demonstrations in retail settings, allowing

consumers to see 3d technology first-hand.[6]

f. Visa

www.corporate.visa.com

Visa has been a worldwide sponsor of the Olympic Games since 1980 and is the only card

accepted at all Olympic venues. Its current contract with the international Olympic committee

and international Paralympic committee as the exclusive services sponsor will continue

through 2020.[76] this includes the Singapore 2010 youth Olympic games, London 2012

Olympic games, the Sochi 2014 Olympic winter games, the riot de janeiro 2016 Olympic

games, the 2018 pyeongchang Olympic winter games, and the Tokyo 2020 Olympic games.

Visa extended its partnership with the international Paralympic committee through 2014,

which includes the 2010 Vancouver Paralympic winter games, the 2012 London Paralympic

games and 2014 Sochi Paralympic games. In 2002, visa became the first global sponsor of

the ipc.Visa is the shirt sponsor for the Argentina national rugby union team, nicknamed the

pumas. Also, visa sponsors the Copa libertadores and the Copa sudamericana, the most

important football club tournaments in South America.Until 2005, visa was the exclusive

sponsor of the Triple Crown thoroughbred tournament.Visa sponsored the rugby world cup,

and the 2007 tournament in France was its last.In 2007, visa became sponsor of the 2010

FIFA world cup in South Africa. The FIFA partnership provides visa with global rights to a

broad range of FIFA activities - including both the 2010 and 2014 FIFA world cup and the

FIFA women's world cup.

Since 1995, visa has sponsored the u.s. nfl‘s and a number of nfl‘s teams, including the san

Francisco 49ers whose practice jerseys display the visa logo.[79] visa's sponsorship of the

nfl‘s currently extends through the 2014 season.[80]

Starting from the 2012 season, visa became a partner of the Caterham f1 team. Visa is also

known for motorsport sponsorship in the past, having previously sponsored PacWest racing's

Indycar team in 1995 and 1996, with drivers Danny Sullivan and mark Blundell respectively.

4.2 FIFA world cup sponsors

4.3 National supporters

5 Marketing activities

5.1 Johnson & Johnson Brings Its Healthcare Expertise To Life Through

The Global 2014 FIFA World Cup Brazil

Through its global sponsorship and the care inspires care™ program, Johnson & Johnson

aims to foster caring among individuals and their families and communities in brazil, and

support and care for the players, fans and volunteers at the 2014 FIFA world cup brazil™.

a. Enhanced medical care on the pitch

Johnson & Johnson is bringing its expertise to FIFA with solutions that will elevate the

quality of athlete care on the field of play. For the first time at the FIFA world cup™, we‘re

making it possible for the medical teams to be equipped with a standardized, fully-equipped

emergency medical bag for team physicians to use on the pitch at every match.

b. Tour do carinho (caring tour)

In the months prior to the event, we traveled throughout Brazil on the tour do carinho (caring

tour) to bring our caring message to communities across the country, while continuing its 80-

year-legacy of encouraging healthy lifestyles among Brazilian families.

The tour do carinho featured a nationwide blood donation program, encouraging and

facilitating blood donations, and engaging communities in all 12 host cities. The campaign

collected more than 20,000 donations, helping to save more than 80,000 lives.

c. Enhanced medical care for fan and volunteers

To aid the millions of fans attending the tournament, we are helping to standardize uniforms

for medical workers and medical signage in the stadiums so people can easily identify where

to go if they are in need of medical assistance. And at each city‘s FIFA fan fest™, we created

a family area for parents and children to enjoy the 2014 FIFA world cup Brazil™ experience.

Here families can register children to receive official id bracelets, send messages of care to

children in need across brazil, take a photo with 2014 FIFA world cup brazil™ mascot

fuleco™, use dedicated diaper changing stations and watch tournament action in a

comfortable place.

Johnson & Johnson also is helping to care for the 14,000 FIFA world cup™ volunteers

through training and by supporting volunteer centers in each of the 12 2014 FIFA world cup

brazil™ stadiums, where they can receive free health screenings (oral health, glucose checks,

body mass index checks, cardiac health), Johnson & Johnson family of consumer companies

products, and take a break from their duties in a comfortable setting.

d. Champions of care volunteers

We are helping to care for and celebrate the 14,000 2014 FIFA world cup™ volunteers who

embody the caring spirit of Johnson & Johnson. The 12 winners will attend the FIFA world

cup™ final as our guest and attend an awards ceremony celebrating their contributions.

e. Commercial display

At each Johnson & Johnson stadium commercial display, we will engage fans in creating a

care package that will be shared with children in need across Brazil. We‘ll also share

important information about blood donation, and offer fans an opportunity to take their photo

with mascot, fuleco™ to share their fwc experience with family and friends.

f. FIFA 11 for health – caring for children in brazil

Johnson & Johnson is supporting ―11 for health,‖ FIFA‘s school-based program that raises

awareness of the importance of a healthy lifestyle through 11 key health messages. FIFA has

brought this program to more than 130 schools across the 12 host cities, and impacted an

estimated 7,500 school children in brazil in the lead-up to the FIFA world cup™. Johnson &

Johnson is providing uniforms, equipment and supportive messaging materials to enhance the

impact of this program.

5.2 Hyundai FIFA World Cup

a. Hyundai Fan Park

Inspired by previous Hyundai Fan Parks staged during the 2002 and 2006 FIFA World Cups,

Hyundai expanded Hyundai Fan Park beyond the host country shores to major football

capitals around the world thus further elevating the fun and Hyundai‘s visibility. Staged in

the major cities of the qualifying countries, Hyundai Fan Park will convey thrills and

excitement to fans worldwide

b. Fan of the Match

Fan of the Match, one of the FIFA World Cup™ programs exclusive to Hyundai, aimed to

stir up fun and excitement at the match venues by rewarding the most outstanding fans. The

fan with the most colorful, zaniest costume was presented to the crowd on the giant screen on

half-time at all Hyundai 38 matches. All 38 ‗Fan of the Match‘ winners were automatically

entered into the ‗Fan of the Tournament‘ contest at FIFA.com. The winner of the ‗Fan of the

Tournament‘ was awarded a valuable prize.

c. Perimeter boards

Perimeter boards (A-boards), which were installed in all Hyundai 38 matches, raised the

visibility of the 'Hyundai' logo to unprecedented heights

d. Hyundai Best Young Player Award

Hyundai further leveraged its FIFA partnership with the launch of the Hyundai Best Young

Player Award (HBYPA) on Dec. 2, 2010. Hyundai is proud to be the exclusive presenter of

the HBYPA, a coveted honor recognizing the most outstanding FIFA World Cup™

performances by footballers under 21 years of age. The trophy is awarded to an exceptional

young player who demonstrates skill, creativity, maturity and a positive attitude, making a

crucial contribution to their team‘s performance and delighting fans with their ability and

application.

e. Online program

Hyundai recognizes the growing importance of the digital domain and expanded its

worldwide web investments to publicize information about its official partnership with FIFA

and improve the quality of the interactive experience with the brand through special programs

such as 'Be there with Hyundai' and 'Fan of the Match.' Hyundai created the FIFA World

Cup™ micro-site (FIFAworldcup.hyundai.com) which offered entertaining yet informative

contents including the ultimate quiz and sponsorship history. It also elaborated on the FIFA

World Cup™ global marketing program and offered the very latest World Cup news

f. Goodwill ball (GWB)

In the run-up to the 2010 FIFA World Cup™ gigantic four-meter high footballs ignited the

hopes and passion of football fans. A total of 32 ‗Goodwill Balls‘, one for each of the 32

qualifying countries embarked on national tours to collect the best wishes of the football fans

for their national team. Exclusive to Hyundai, the ―Goodwill Ball Roadshow‖ has become a

signature event for the company since its inauguration at EURO 2000™. Popular with the

fans, the balls have been gathering momentum at the 2002 Korea/Japan and 2006 Germany

World Cup™ and EURO 2008.

g. Be There With Hyundai

Through the ‗Be There with Hyundai‘ program fans had the special opportunity to submit

slogans which could be selected to be attached on the national team buses. With the start of

the program dating back to EURO 2004™, this program has become one of Hyundai‘s most

well-known marketing programs.

h. TV Commercial

Hyundai launched a special edition TV Commercial for the 2010 FIFA World Cup™,

illustrating the joy and excitement of fans towards the tournament.

i. Outdoor advertisement

In order to maximize exposure, Hyundai took advantage of the best outdoor advertisement

opportunities found in high traffic areas such as airports, city centers and Fan Fest zones

within the host country as well as on all other major continents.

5.3 Pepsi

Pepsi launched an interactive video that was the highlight of their ―Now is What You Make

It‖ campaign. The video allows consumers to interact with different objects online, creating a

custom experience, such as a video with a personalized autographed ball. This campaign was

also supported by ―limited edition‖ items that blended together sports, music and art. This

campaign has been successful because it gives people a personalized experience that is as

much art as it is advertising.

5.4 Nike

Nike has had one of the most successful campaigns with their video ―The Last Game‖, which

has had over 62 million views within the span of a few weeks. The five minute video uses

animation to tell an in-depth story of World Cup players that need to ―Risk Everything‖ to

overcome massive odds. The stories are relatable, told well, and global in nature. It also

highlights the Just Do It Nike brand with the ―Risk Everything‖ campaign theme. The

campaign is also tied up neatly with a custom social network created by Nike for soccer fans

called ―talk futbol 24/7‖. The social network allows Nike to participate in a continuous dialog

with soccer‘s most dedicated fans, people who are willing to buy the latest Nike gear.

5.5 Coca Cola

Coca Cola‘s brand promise of fun, freedom and expression was showcased during their

World Cup campaign. They demonstrated these values with a short film that shows how Coca

Cola gave people from developing countries a free trip to the World Cup, let people express

themselves through a crowd sourced ―Happiness Flag‖, and will bring fun to schools in need

with through free soccer balls. All of their work during the World Cup reinforced their

brand‘s core promise, and did it in very creative ways.

5.6 Visa

Visa took a unique perspective on their marketing for this World Cup by bringing together

Nobel Laureates to discuss their deep held feelings for soccer. You wouldn‘t expect Nobel

Laureates to get competitive when it comes to sports, but soccer brings it out in them. Instead

of focusing of focusing on selling the Visa service during their ad spot, they were able to tell

a compelling story about passion for soccer. They did so using some of the smartest people in

the world, which in turn helps build trust in the Visa brand. Also, Visa‘s ―Everywhere you

want to be‖ slogan ties in nicely with the World Cup. See the ―United in Rivalry‖ campaign

here.

5.7 Adidas

Adidas has created the largest marketing campaign in sports history. Instead of focusing on

creating new social network like Nike, or interactive videos like Pepsi they took a more

traditional approach and engaged well-known celebrities to promote their brand. They used

some of the biggest names in soccer and music to create powerful videos in their ―All In‖ or

―Nothing‖ campaigns. These videos worked well because of the broad emotional appeal, high

production value, and the music by Kanye West.

6 Social Media Marketing

Social media marketing is the process of gaining website traffic or attention through social

media sites.

Social media marketing programs usually centre on efforts to create content that attracts

attention and encourages readers to share it across their social networks. The resulting

electronic word of mouth (eWoM) refers to any statement consumers share via the Internet

(e.g., web sites, social networks, instant messages, news feeds) about an event, product,

service, brand or company. When the underlying message spreads from user to user and

presumably resonates because it appears to come from a trusted, third-party source, as

opposed to the brand or company itself, this form of marketing results in earned media rather

than paid media.

Social networking websites allow individuals to interact with one another and build

relationships. When companies join the social channels, consumers can interact with them

and they can communicate with consumers directly. That interaction feels more personal to

users than traditional methods of strictly outbound marketing & advertising.

Social networking sites and blogs allow followers to ―retweet‖ or ―repost‖ comments made

by others about a product being promoted. By repeating the message, all of the user‘s

connections are able to see the message, therefore reaching more people. Social networking

sites act as word of mouth. Because the information about the product is being put out there

and is getting repeated, more traffic is brought to the product/company.

Through social networking sites, companies can interact with individual followers. This

personal interaction can instil a feeling of loyalty into followers and potential customers.

Also, by choosing whom to follow on these sites, products can reach a very narrow target

audience.

Social networking sites also include a vast amount of information about what products and

services prospective clients might be interested in. Through the use of new Semantic Analysis

technologies, marketers can detect buying signals, such as content shared by people and

questions posted online. Understanding of buying signals can help sales people target

relevant prospects and marketers run micro-targeted campaigns.

World Cup Sponsors Take On Digital

Coca-Cola, McDonald‘s and Budweiser are all looking to bring the in-stadium experience to

computers and mobile devices worldwide during the 2014 World Cup. Here‘s a look at what

these three global brands are launching on digital to capitalize on the passionate base of

consumers watching.

a. Coca-Cola

Coke plans to use an integrated digital and retail campaign to reach fans around the world this

June. The brand is releasing small collectible bottles that can be activated through an

augmented reality Facebook application, accessed through consumers‘ phones. It also plans

to release a photo sharing campaign and digital sticker program in lieu of its traditional

physical sticker book.

b. McDonald’s

In its sixth year as a World Cup sponsor, McDonald‘s is leveraging its social media entities in

different campaigns in the weeks leading up to the tournament. Arcos Dorados, the main

McDonald‘s franchise operator in Brazil, is asking fans to tweet photos of their favorite

moments at the fast food chain. These photos will then be used in an outdoor media campaign

throughout the country over the summer. McDonald‘s also launched its Player Escort

contest, run through the brand‘s Facebook site. The program offers children around the world

―a chance not only to meet their football heroes, but to hold their hands and accompany them

on to the field of play at the largest football event on Earth.‖

c. Budweiser

Calling it the ―biggest social conversation ever,‖ Budweiser is set to launch a digital

campaign that is expected to drive sales and engagement. With a 17% increase in marketing

spend due to the games, the beer giant is launching a dedicated website and mobile app for

the games. The site will aggregate social media activity and will launch a branded series from

Brazil during the event, while the app will allow user to find the closest bar pouring Bud and

showing the game.

7 Memorable moments from the most social World Cup ever!

This is the first World Cup where brands have heavily activated around the tournament

through digital channels – when they have no sponsored right to do so. Since South Africa

2010, Facebook has more than doubled its monthly active users, Twitter users now send more

than 10x as many tweets per day and now Instagram exists!

7.1 Record Breaking Social Mentions

New sporting records were set for tweets sent, Facebook interactions and inappropriate

photos involving Mario Balotelli and the Queen.

7.2 Pre-Tournament

The weeks and months leading up to major events are always hugely important for brands to

maximize their time with big names before disappearing behind FIFA‘s commercial curtain.

Digital campaigns leading up to the World Cup Finals generally centered on gaining

maximum exposure for high-end advertising campaigns featuring star players.

Adidas and Beats by Dre caught the eye, but Nike stole the pre-tournament show.

Nice storytelling, a hint of humor and Rooney‘s dodgy Scouse accent helped earn their 64m

YouTube views for The Last Game, without any of their stars presumably even having to

appear in front of a green screen or step into a recording booth.

Good job they got in early as the only player in the campaign that made it as far as the semi-

finals was David Luiz, who perhaps took Nike‘s ‗Risk Everything‘ message too seriously.

7.3 Kick-Off

Time to unveil the shiny new technological toys.

The official FIFA.com site had a new live center and a social hub that was packed full of

detail and data, with sponsors like McDonald‘s, Hyundai, Castrol and Budweiser handed

some prime real estate, while Sony had a destination of their own at One Stadium Live.

Facebook created a World Cup hub to access content, while Twitter rolled out a number of

innovations including hashflags, man-of-the-match voting (sponsored by Budweiser), score

updates and dedicated match pages for each game.

ITV used Grabyo and partnered with Paddy Power and Twitter Amplify to maximize their

live rights, while everyone enjoyed some friendly fun at the expense of Robbie Savage

Every detail of the tournament was analyzed – even down to who won the World Cup of arm-

folding (some welcome news for Totten ham fans).

7.4 The Final

Things turned out nice in the end for adidas in their battle with Nike as Messi and Muller,

Argentina and Germany all manufactured their way to the final, seeing off the Nike-

sponsored pair of Brazil and the Netherlands in the semi-finals.

Adidas had David Beckham on their YouTube show The Dugout, the official ball, the

winners of the Golden Glove, Germany's Manuel Neuer; the Golden Ball, Argentina captain

Lionel Messi and the Golden Boot, Colombia's James Rodriguez.

8 Ill-Effects of Social Media on Sponsorship Value

This is the first World Cup where brands have heavily activated around the tournament

through digital channels – when they have no sponsored right to do so. Since South Africa

2010, Facebook has more than doubled its monthly active users, Twitter users now send more

than 10x as many tweets per day and now Instagram exists!

The social media landscape has been transformed in four years, and gives an indication to

why brands are putting the effort into activating around Brazil 2014. Surely all this chatter

around an event is a dream come true for the official sponsors? It‘s not quite that simple.

In a recent study by Unruly Media, only four of the top 11 most viewed brand ads about the

World Cup were from sponsors. Less than half. Continental Tyres – one of the leading

official sponsors, didn‘t feature at all. Sony – an official partner, are nowhere to be seen.

Unsurprisingly, Nike use their assets and force the relation in the minds of consumers. All the

Nike-sponsored teams and players were involved in their heavy-cost ad that implies they are

official sponsors – but they‘re not. If you did a poll, how many would say Nike were a main

World Cup sponsor?

Beats have come out trumps from this World Cup through an impressive ad utilizing their

playing assets. Again, no ‗right‘ to have a World Cup conversation but used World Cup

players to enable the link with the consumer.

Obviously the study isn‘t flawless, but it does continue to highlight an interesting question. In

the digital age, is there still the same value in being an official sponsor?

To answer the question, it‘s worth dissecting a sponsorship package to understand where the

value still lies, and where better to look, than FIFA.

FIFA state that a sponsor benefits from: ―Wide product category exclusivity which is

afforded to all Commercial Affiliates, allowing each brand to distinguish themselves from

competing brands in their product category.‖ Now, whilst this has been aggressively

reinforced in and around the stadiums, this is far from true in a digital space. To start with,

look at the table above. Nike above adidas, Samsung above Sony and Nissan above Hyundai.

Not looking that distinguished from competitors there… What about beer brands? Budweiser,

official sponsor, have activated heavily around the World Cup:

But has that stopped Newcastle Brown Ale benefitting from the platform? Not one bit.

Another key benefit outlined by FIFA, is ―offering a unique platform vis-à-vis their

competitors.‖ Social media has enabled brands without the official connection to ambush

these ‗unique platforms‘. You only have to consider the Suarez incident.

There was a clamor for attention from brands off the back of the biting incident, but how

many were official? The only one that springs to mind, was the Uruguayan McDonald‘s

Twitter account, which was more than likely not signed off in the higher echelons of

McDonald‘s as FIFA would absolutely frown upon sponsors discussing the incident!

Aside from the conversation, what else do FIFA sponsors have the ‗right‘ to use? They can

use official tournament title and logos – but is it beneficial, or is that in fact a hindrance?

When using social media, audiences have developed an eye for official titling, and have

almost developed an instinctive filter to those posts. Besides, as seen with the Snickers tweet

above, who needs to reference the World Cup when over 5,000 tweets per second are being

sent? Everyone knows what you‘re talking about. In fact, could we go further and ask

whether it could be better to work unofficially?

So, taking all this into account, does the traditional sponsorship model need altering to

include further digital rights and should sponsors be negotiating harder to get this cover?

Surely when their competitors begin to be more prominent in discussions over the World

Cup, for example, surely they have a right to question costs?

Perhaps the new ideal ‗bigger brand‘ model will follow the likes of Nike and Beats who find

themselves less restricted by buying direct player assets and activate on an unofficial basis.

Bigger brands will increasingly explore these opportunities in a creative capacity to give

them the right to participate more heavily in these conversations. As for the smaller brands,

they‘ll continue to jump in and out when there‘s a product link, and get small wins when they

can.

There‘s obviously still value in sponsorship. Access to assets like players and visible

advertising rights are ultimately beneficial. However, social media allows a conversation to

be had by brands when they couldn‘t do so before without treading on toes and this is where

sponsors need to be tougher on their sponsorships to maximize the value they receive on a

digital platform, as well as a physical.

9 Sponsorship War – Nike V/S Adidas

Any sponsorship can be assessed based on 4 lenses:

Business alignment– how strongly does the sponsorship align to business objectives?

Cost / value equation– what definable value is the company receiving from the

sponsorship for the investment

Quantifiable results– does the sponsorship deliver on what it promises and how

quantifiable is the spend

Leverage– how well does the sponsorship offer opportunity to leverage connections with

potential customers (both internal stakeholders and external consumers)

9.1 Business Alignment

Soccer has about 2 billion fans worldwide, followed by basketball with 1.2 billion, according

to sports research consultanciesRepucomandSport+Markt.

Roughly 70% of the soccer related product market is controlled byNike&Adidas(with Puma

3rd

). However Nike only entered the soccer product market in 1994, whereas Adidas has been

associated and aligned since 1949.

Adidas is the market leader however Nike is hot on its heels and has a strategy to be number

one.

In 2013, Nike‘s soccer related revenue was $2b (up 21% from a year earlier, and about

double the pace of revenue growth for the broader company) and Adidas was $2.4b

Adidas launched the ‗One Brand Anthem‘ strategy bringing together its three lines of

business (sports, style, and street) into one global campaign for the first time ever and

engaging with consumers across multiple platforms and touch points.

They called itAll In or Nothing.

Nike has taken a #riskeverything strategy and wants to win in soccer globally.

Risk everythingis all about success despite pressure and Nike has focussed on blending

product placement with entertaining content and real time marketing. The question is whether

all the social connection converts into sales.

So let‘s call it 1-1 at this stage.

9.2 Cost / value equation

FIFA predicted it will generate $1.4 billion in sponsorship revenue from twenty-two different

companies from the 2014 World Cup.

The six FIFA Partner status companies contribute roughly 56% or $783 million. So assuming

equal contributions from each of the Partners, the 2014 World Cup cost Adidas about $130.5

million in FIFA sponsorship alone.

Adidas also reportedly spent US$68m on its advertising campaign.

Industry analysts have also calculated that based on $21.2 billion revenue target for Adidas in

2014, then Adidas may have assigned a $2.14b marketing budget (the same spending ratio at

last year‘s 10.1%).

So with a sponsorship cost saving, Nike slips a sneaky goal ahead.

2-1

Nike and Adidas fought out their 2014 World Cup strategy with sponsorship of National

teams and individual super stars. Together they sponsor 19 of the 32 teams in the tournament.

Nike sponsored 10 teams, including hosts Brazil and the rising stars United States, while

Adidas sponsored 9, including the last World Cup champion, Spain, and both this year‘s 2014

finalists Germany and Argentina.

Yet it‘s the first time Nike has kitted out more teams than Adidas.

So 3-1 to Nike.

However with Germany and Argentina both #Allin the final, Adidas is claiming victory.

That‘s 2 goals to Adidas. It‘s all tied up again.

3-3.

Adidas sponsor Colombia‘s James Rodriguez, who won the golden boot (for being the

leading goal scorer in the tournament), as well as Germany‘s Thomas Muller and Argentina‘s

Lionel Messi.

4-3 to Adidas! It‘s a goal fest.

Yet Nike boasted about the fact that 53% of players on 2014 World Cup squads wore Nike

boots.

And Gonzalo Higuain of Argentina and MiroslavKlose of Germany (who broke the all-time

tournament scoring record), both woreNike Hyper venom bootsin the final.

4-4 at half time in the ‗delivering good value‘ game.

Hold onto your seats for the second half.

9.3 Quantifiable results

FIFA has stated that more than a billion fans worldwide accessed information about the

tournament through its digital platforms.

―This has been the first truly mobile and social World Cup,‖ said FIFA President SeppBlatter.

And there were more than 3b interactions on Facebook (more interactions than the Super

Bowl, Oscars & Olympics combined). With the Final generating 280 million interactions

from 88 million users, including comments, likes and posts.

There were 672m posts on Twitter with 32.1 million during the final. Not quite pipping the

35.6m posts during the Brazil-Germany semi-final.

Yet there were 618,725 tweets a minute registered after Germany scored the winning goal in

extra time to defeat Argentina 1-0. That beat the 580,000 tweets a minute generated during

Brazil‘s humiliating 7-1 thrashing at the hands of Germany in the semi-final. Interestingly

this compares to 381,605 tweets a minute during the 2014 Super Bowl, according to Twitter.

There were also over 2.1 billion #WorldCup-related searches on Google.

However back to the game,the Risk Everything YouTube Video has been viewed over 16.6M

times, with a 35:1 like: dislike ratio.

Adidas‘ All In or Nothing YouTube video has amassed over 38M views, however with a

6.3:1 like: dislike ratio.

Yet Nike‘s Last Game video has received a whopping 64m views! With a fantastic 36:1 like:

dislike ratio.

Nike reports their campaign has proved to be their most social and mobile campaign ever,

with 22 million campaign engagements to-date (likes, comments, shares), and 650,000 uses

of the hashtag #riskeverything in social media.

However, Adidas‘ #Allin hastag trumps Nike‘s with 917,000 uses.

And Adidas had the fastest growing Twitter handle (@Brazuca which has over 3.9M

followers) during the tournament with the official (crowd sourced) name of the match ball,

Brazuca.

Maybe a goal each.

5-5

Nike has had a 21% increase in soccer revenue for the year June 1- May 31 preceding the

2014 tournament and is closing in on Adidas‘ market leadership.

Ultimately it will be interesting how sales pan out for both companies in the next 6 months.

So a close chance for Nike ricocheting off the post.

9.4 Leverage

As we enter extra time, and the ‗delivering good value‘ game is still tied, it‘s critical to

understand how Adidas has leveraged their sponsorship. This could be the clincher to

outweigh Nike‘s guerrilla attack.

As mentioned before Adidas named the match ball (Brazuca being the winner) and has

created extensive leverage through social media and digital platforms – YouTube, Facebook,

& Twitter.

They ran promotions to win soccer balls signed by sponsored players by following Adidas‘

soccer-related Twitter accounts.

Additionally, they created theAdidas‘ SoundCloud page(107,000 followers) as the home to

World Cup-inspired music playlists, and conductedThe FIFA World Cup Chant Challenge,

giving fans the opportunity to create an original chant for their respective national teams and

enter to win a trip for two to the World Cup.

Adidas also had extensive on-site activations including opening aCreation Centre in Sao

Paulo, and3D light projection shows in Rio de Janeiro.

However I‘m not privy to how well these performed and how they were measured.

So no goals!

It‘s still 5-5 nearing the end of extra time. Maybe a penalty shoot-out will have to decide it?

Although it feels to me that Adidas has overinvested in the hope to stave off Nike‘s threat.

My feeling is that Nike will knock them off.

Gooooooooooooooooooooooooooooooooaaaaaaaaaaaaalllllllllllllllllllllll!!

6-5 to Nike I say, with a calculated goal in the dying seconds of play.

10 Social Media War – Nike V/S Adidas

Adidas is a top-tier ―FIFA Partner‖, which means that they partner with the world‘s soccer

governing body all year-round, regardless of whether or not it is a World Cup year or not.

According to a recent article from Analytic Partners, FIFA anticipates that it will generate

$1.4 billion in sponsorship revenue from twenty-two different companies from the 2014

World Cup. Of that $1.4 billion, it is estimated that the six FIFA Partner status companies

will contribute $783 million, or 56% of the total. Assuming equal contributions to this total

from each of the six official FIFA Partners, the 2014 World Cup will cost Adidas about

$130.5 million in FIFA sponsorship alone.

Both Nike and Adidas have an impressive digital presence, and both have been leading the

soccer industry with regard to viral campaign marketing. The two brands are constantly vying

for the coveted top spot, which Adidas has held for some time. But how do they stack up

against each other on the top social media platforms?

Though Adidas beats Nike in 2 of 5 platforms in terms of followers, Nike‘s +36 million

Facebook followers shoot it well past Adidas in terms of overall social media followers with

40.02 million, compared to Adidas‘ 19.86 million. Though their numbers differ, the platform

driving the majority of their social media strategy continues to be overwhelmingly evident in

Facebook‘s numbers in terms of the platforms contribution to the brand‘s total social media

following, both roughly at 89%.

Adidas, though it only has about 50% of the total social media reach that Nike does, at least

on these five platforms, does have the major advantage of being an official FIFA partner

going into the World Cup in the battle for the top spot in soccer – or is it a major advantage?

The 2010 World Cup saw from Nike one of the more brilliant and more successful campaigns

in recent history with its ―Write the Future‖ initiative. To put into perspective just how

successful Nike was, several reports have quoted Nielsen data from the 2010 World Cup that

indicated that Nike was more talked about online in reference to the World Cup than ANY of

FIFA‘s official sponsors for the tournament. Even though Nike was not an official

tournament sponsor, it forced its way into the World Cup conversation with ―Write the

Future‖, driven largely by social media and viral marketing tactics.

So far in the final months leading up to the World Cup it appears that Nike has a solid

foothold in the social media world just as it did in 2010. Its ―Risk Everything‖, ―Whatever It

Takes‖, and ―Dare to be Brazilian‖ videos have seen a lot of attention throughout the various

digital platforms and one can be sure to see more of the same in the coming days before and

during the World Cup. And because no marketing campaign is complete without a

digital/social component in today‘s market, Adidas has come with its share of original

content as well, flexing the ―all in or nothing‖ message, which was seen last summer more

geared towards the launch of new club team kits, to work into the World Cup and

highlighting the Brazuca, the official World Cup match ball, and the brand‘s ―Battle Pack‖

set of boots in several videos.

In a world where profitability pressures are in many cases at an all-time high, a strong return

on investment has never been more important for marketers to achieve. In the sports

marketing world, this is something that is always tricky to calculate with 100% accuracy, and

is variable by case as with most everything. Without knowing exact cost figures from Nike‘s

―Write the Future‖ World Cup campaign from four years ago, it is very difficult to assess

ROI for the initiative. However, we cannot ignore the massive success Nike saw from the

2010 campaign and what they were able to achieve without the level of sponsorship tied

specifically to the World Cup than its rival Adidas had.

Social media is but one component in what is a vastly complex and comprehensive marketing

strategy and plan for both Nike and Adidas for the World Cup. One has to wonder though, if

Nike was able to achieve such success without the FIFA partnership, is it really worth it for

Adidas to shell out the $130.5 million to align itself with FIFA for the World Cup? Might it

be better served to repurpose those funds to other marketing tactics that might drive greater

results? Or, is it that Adidas is well aware of the potential for the $130.5 million very well

could be better used elsewhere, but the risk of letting Nike in the door to replace them at

FIFA‘s table is too great of a risk and far more to their detriment than shelling out the cash

for not quite the return that the company‘s finance department would like to see? Sometimes,

a ―spend to defend‖ strategy can be very effective and can often be the best option for many

brands, however, it is not sustainable for the long-term. How Adidas and Nike are able to

work their respective social media networks for the World Cup will be very telling for the

future of the dynamic between these two brands in global football moving forward.

11. Conclusion

FIFA unveiled its new commercial strategy, the main feature of which was a new, three-tier

sponsorship structure. The primary tier consists of the FIFA partners, the second tier of FIFA

world cup sponsors and the third tier of the national supporters for each FIFA event.

Social networking sites act as word of mouth. Because the information about the product is

being put out there and is getting repeated, more traffic is brought to the

product/company.Through social networking sites, companies can interact with individual

followers. This personal interaction can instil a feeling of loyalty into followers and potential

customers. Social networking sites also include a vast amount of information about what

products and services prospective clients might be interested in. Through the use of new

Semantic Analysis technologies, marketers can detect buying signals, such as content shared

by people and questions posted online. Understanding of buying signals can help sales people

target relevant prospects and marketers run micro-targeted campaigns.

In a world where profitability pressures are in many cases at an all-time high, a strong return

on investment has never been more important for marketers to achieve. In the sports

marketing world, this is something that is always tricky to calculate with 100% accuracy, and

is variable by case as with most everything.

Investors in these uncertain economic times are looking for stability and predictability when

they decide to invest extra dollars.The professional sports leagues, with its derivative

businesses such as athletic apparel and media conglomerates, have become a multi-billion

dollar industries, but these businesses are not risk-free and in many ways can be more risky

than traditional corporations.Investing in companies that benefit from the multi-billion dollar

sports business can be an appealing and profitable proposition. High consumer demand,

pricing power and lack of competition, are critical success and survival advantages that big-

time sports leagues and teams command. It is also important to realize that these businesses

have unique risks. So, the next time you are at a sporting event, look at the ancillary

businesses that support your favourite team and see if they make sense in your financial

playbook.

The sports entertainment is generally considered a "luxury" and subject to the economics

laws of elasticity. The same human or emotional factors that attract us to spend our dollars on

their product, can quickly sour due to unforeseen events. You can build brand loyalty. Not

only can you use social media to build your brand, you can use it to demonstrate your

personality, interact with customers and show them that you care, which, in turn, breeds

loyalty. Social media marketing can also boost your reputation and build relationships.

You lose some control of your marketing efforts. Anything you publish is up for grabs, and

others can easily criticize you. Publish backlash is the last thing you want your social media

marketing to spawn, and without the ability to control comments or even what your own team

is publishing you open yourself up for potential negatives.Your return on investment is

delayed. Social media marketing can work to build relationships and brand loyalty, but it

takes time and dedication. Social media marketing efforts are not likely to earn immense

popularity overnight, so you must be willing to be in it for the long haul if you decide to

launch a social media marketing campaign.

As you can see, social media marketing can bring many benefits and increased profits to any

company with an online presence, but it comes with caveats. If you‘re considering launching

a social media marketing campaign, make sure you understand all the pros and cons and have

a robust plan in place. With proper planning you‘ll increase your chances for social media

success, broaden your company‘s horizons and be ready to tackle and unfortunate

eventualities.

12. Annexure

FIFA’s official terms and conditions for marketing rights

13. Webliography

http://www.fifa.com/index.html

http://www.forbes.com/sites/markjburns/2014/07/16/sports-marketers-highlight-winning-brands-

from-2014-fifa-world-cup/

http://www.business2community.com/marketing/2014-fifa-world-cups-goal-worthy-marketing-

campaigns-0929117#!bBHfoP

http://blog.clickdimensions.com/2014/07/the-real-champion-of-the-2014-fifa-world-cup-digital-

marketing.html

http://www.inmobi.com/blog/2014/06/11/fifa-world-cup-and-social-media-marketing-a-match-

made-in-heaven

http://blogs.imediaconnection.com/blog/2014/07/10/how-global-brands-are-scoring-on-and-off-

the-field-during-fifa/

http://www.businessofsoccer.com/2014/06/04/adidas-vs-nike-a-global-power-struggle-hinged-on-

the-world-cup/

http://worldwide.hyundai.com/WW/Experience/SponsorshipActivity/HyundaiFIFAWorldcup/Worldc

up/index.html