You are on page 1of 80

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
1
ST
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 FIFAs 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 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 also designed to
meet the needs and wants of the consumer through exchange processes. These strategies
follow the traditional four "p"'s of general marketing product, 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 ps 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 marketing of 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 the football 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
Avivas 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 the super bowl, the Olympic Games, the uefa champions league and the
FIFA world cup.
The super bowl is an example of this concept because it is a massive sport event organized by
a sport association, the nfls, 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 NFLs 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 nfls 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 nfls 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 is Wimbledon ball 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, bbva bancomer, 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, justino compen 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 companys 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 favourites 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 the St. Louis cardinals won the World Series in 2011,
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 as social 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
The fdration internationale de football association (FIFA /fif/; English: international
federation of association football) is the international governing body of association
football, futsal and beach soccer. 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.
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 in Zrich, membership now comprises 209 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 the women's
world cup organisation 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 oversee association football became 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 of Belgium,
Denmark, France, the Netherlands, Spain (represented by Madrid football club; the Spanish
federation was not created until 1913), Sweden and Switzerland. Also, that same day, the
German association declared its intention of affiliating through a telegram.
The first president of FIFA was Robert Guerin. Guerin was replaced in 1906 by Daniel burley
woolfell from England, by then a member of the association. The first tournament FIFA
staged, the association football competition for the 1908 Olympics in London was 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 of South Africa in 1908,
Argentina and Chile in 1912, and Canada and the United States in 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 Dutchman Carl Hirschman. It
was saved from extinction, but at the cost of the withdrawal of the home 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 the national football museum in England.


2.3 2014 FIFA World Cup

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. Germany won
the tournament and took its fourth title by defeating Argentina 10 in the final.
It began on 12 June with a group stage and concluded on 13 July with the championship
match. It was the second time that Brazil has hosted the competition, the first being in 1950.
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 since 1978 in Argentina, and the fifth time overall.
The national teams of 31 countries advanced through qualification competitions that 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 used goal-line technology, as well as
vanishing foam for free kicks.
All world champion teams since the first world cup in 1930 Argentina, brazil, England,
France, Germany, Italy, Spain and 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 in2006 and Spain in 2010).
As the winners, Germany qualified for the 2017 FIFA confederations cup. During the 2014
FIFA world cup, the FIFA fan fest in 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 the 2014 FIFA world cup includes 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 worlds attention with its five-minute clip highlighting footballers
pre-match routine. The spot featured Brazils Neymar along with other well-known players
and celebrities, including ESPNs Stuart Scott, united states mens 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 theyre
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, its 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, ab inbev 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 ab inbev.
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 brands conversation online.
This world cup has been an outstanding success for adidas and clearly underlines our
position as the worlds 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. mens 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. Uruguays 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 elses mind
as well. In Uruguays 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 worlds 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
Barcelonas 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. mens 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 hes 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, Howards
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 FIFAs 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 FIFAs 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
agency Africa.
[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 the
2010 world cup in Johannesburg. 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 a face 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: "juntos num s ritmo") which is a registered trademark.

3.3 Mascot


The tatu-bola, an armadillo that 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 show fantstico.
[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 a portmanteau of the words "futebol" ("football") and "ecologia"
("ecology").
[9]

As well as appearing throughout the tournament, fuleco also featured on a global promotional
tour of the FIFA world cup trophy that visited 88 countries between September 2013 and the
start of the tournament.


3.4 Merchandising



globo marcas have 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 the fuleco mascot as well as the official match ball.
[13][14]
the caxirola,
the officially-recognised tournament instrument, a percussive instrument created by Brazilian
musician carlinhos brown, can also be purchased, although its use is banned within stadiums
in contrast to the prominentvuvuzela in 2010.
[15][16]

Additional related items include the now customary releases of an official video game
(released by ea sports for the PlayStation 3 and Xbox 360platforms) and a sticker collection
by Panini, which could also be collected in virtual form on FIFA's website.


3.5 Music



An official song has been created for every world cup finals since 1962. In January 2014,
FIFA and sonny music announced that the official song for the tournament will be "we are
one (ole ola)" by pitbull, Jennifer Lopez and Claudia leitte.
[19]
a customized version of the
song "dare (la la)" by Shakira, who provided the official 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 singer Ricky martin.
[21]
in February 2014, american elijah king
was 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 by avicii,
carlos santana, wyclef jean and alexander pires.


3.6 Ball



As part of the marketing for the competition, the local organising committee and adidas
arranged a competition to name the match ball to be used in the competition. Adidas brazuca
was selected by a public vote organised with over one million Brazilian football fans
voting.
[24]
the name brazuca was chosen with 77.8% of the vote.
[25]
two other voting options
were given: bossa nova (14.6% of the vote) and carnavalesca (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, including Bayern Munich, real Madrid, Chelsea, Manchester united (starting in 2015-
16) and a.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 the Copa mundial
moulded 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 oroszi lszl.
FIFA, the world governing body of football, commissioned specially designed footballs for
use in its own world cup tournaments to favour more attacking play. The balls supplied for
the 2006 world cup, the teamgeist, 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 the 2010 world cup. The jabulani ball was
designed and developed by Loughborough University in conjunction with Chelsea. 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 adidas
brazuca was the match ball of the 2014 world cup.
Adidas has numerous major kit deals with clubs worldwide, including Bayern Munich, real
Madrid, Manchester united, Chelsea, a.c. Milan, and Ajax, benfica, Lyon, marseille, river
plate, fluminense, palmeiras and flamengo. National teams sponsored include Germany,
Spain, Russia, and japan, Colombia, Argentina, Mexico, Nigeria, Denmark and Sweden.
Adidas has endorsed players, including Lionel messi, kak, zinedine zidane, david beckham,
Luis surez, arjen robben, xavi, gareth bale, robin van persie, karim benzema, thomas
mllerand James rodrguez.
[24][25][26]

As well as the aforementioned predator boot, adidas also manufacture the f50 and adipure
range of football boots. Adidas also provides clothing and equipment for all teams in major
league soccer.
In april 2013, adidas and opta sports announced 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 and Manchester united agreed a world record $1.29 billion kit deal over
10 years starting from the 2015/2016 premier league season, the most valuable in sports
history, and replacing rival nike as 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 commercial sponsor of the Olympic games, at the 1928 games in
Amsterdam, and has been an Olympics sponsor ever since.
[109]
this corporate sponsorship
included the 1996 summer Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight
its hometown. Most recently, Coca-Cola has released localized commercials for the 2010
winter Olympics in Vancouver; one Canadian commercial referred to Canadas 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]

Since 1978, Coca-Cola has sponsored the FIFA world cup, and other competitions organised
by FIFA. One FIFA tournament trophy, the FIFA world youth championship from Tunisia in
1977 to Malaysia in 1997, was called "FIFA coca cola cup".
[111]
in addition, Coca-Cola
sponsors the annual Coca-Cola 600 and coke zero 400 for the mascara sprint cup series at
charlotte motor speedway in concord, north Carolina and Daytona international speedway in
Daytona, Florida.
Coca-cola has a long history of sports marketing relationships, which over the years have
included major league baseball, the national football league, the national basketball
association, and the national hockey league, as well as with many teams within those leagues.
Coca-cola has had a long time relationship with the nfl's Pittsburgh steelers, due in part to the
now-famous 1979 television commercial featuring "mean joe" greene, leading to the two
opening the Coca-Cola great hall at Heinz field in 2001 and a more recent Coca-Cola zero
commercial featuring troy polamalu.
Coca-cola is the official soft drink of many collegiate football teams throughout the nation,
partly due to Coca-Cola providing those schools with upgraded athletic facilities in exchange
for Coca-Colas 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 the 1996 cricket world cup held on the Indian
subcontinent. Coca cola is also one of the associate sponsor of Delhi daredevils in Indian
premier league.
In England, Coca-Cola was the main sponsor of the football league between 2004 and 2010, a
name given to the three professional divisions below the premier league in football (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 the football league cup (Coca-Cola cup), the
secondary cup tournament of England.
Introduced march 1, 2010, in Canada, to celebrate the 2010 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 the Coca-Cola pba youngsters in 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 to fly emirates. Keep discovering in 2008, emirates
launched a slogan mainly revolving around their route network of 100 destinations in 59+
countries across six continents fly emirates. Keep discovering and fly emirates. To over six
continents. most recently emirates launched a campaign to promote Dubai as a destination
using the slogan fly 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 the United Arab Emirates flag on the tail fins, a
calligraphy of the logo in Arabic on the engines and the "emirates" logo on the fuselage both
in Arabic and 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 the airbus a380-
800, have the emirates logo painted on the belly of the aircraft. Emirates aircraft also have the
FIFA world cup logo on them, as emirates is the official airline sponsor.
[105]

In cricket, emirates sponsors cricket Australia,
[106]
lord's taverners,
[107]
and pro arch
tournament.
[108]
their branding also features on international cricket umpires shirts.
[109]

emirates has also become an official partner of the international cricket council until 2015.
This deal gives emirates association with all major icc tournaments, including the 2011 and
2015 icc cricket world cups, icc champions trophy and icc world twenty20. emirates are the
twenty20 shirt sponsor of Durham county cricket club and hold the naming rights to the
riverside ground now known as emirates 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
Americas cup in sailing.
Emirates are also major sponsors of English premier league club arsenal, taking over in 2006,
after four years as the primary sponsors of rivals Chelsea. Arsenal's emirates stadium is
named for emirates. In august 2009 the Scottish junior football association announced that
emirates would sponsor their Scottish cup competition. In 2011, emirates sponsored the
cross-Thames cable car, emirates airline in London. Emirates were also the major sponsor of
the Deccan chargers team of Indian premier league, the largest domestic cricket tournament
in the world. Starting with the 2012 season, emirates will sponsor the us open series, a six-
week summer tennis season leading up to the us open. Their sponsorship runs till 2019.
Emirates airline is the sponsor of afc travel and play in afc champions league, aff Suzuki
cup, as well as the primary shirt sponsor of the football clubs ac Milan, arsenal, hamburger
sv, New York cosmos, Paris saint-germane and real Madrid.

e. Sony


www.sony.net
It was for the tr-6 radio that sonny first contracted atchan, a cartoon character created by
fuyuhiko okabe, to become its advertising 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 featuring american football player Peyton manning as
well as pop singer Justin 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 pyeong chang 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. nfls and a number of nfls teams, including the san
Francisco 49ers whose practice jerseys display the visa logo.[79] visa's sponsorship of the
nfls 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
Indy car 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, were
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 citys 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. Well 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, FIFAs 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 Hyundais 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 teams 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 Hyundais 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 soccers most dedicated fans, people who are willing to buy the latest Nike gear.

5.5 Coca Cola

Coca Colas 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
brands 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 wouldnt 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, Visas 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 users
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, McDonalds and Budweiser are all looking to bring the in-stadium experience to
computers and mobile devices worldwide during the 2014 World Cup. Heres 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. McDonalds
In its sixth year as a World Cup sponsor, McDonalds is leveraging its social media entities in
different campaigns in the weeks leading up to the tournament. Arcos Dorados, the main
McDonalds 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. McDonalds also launched its Player Escort
contest, run through the brands 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 FIFAs 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 Rooneys 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 Nikes 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 McDonalds, 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? Its 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, didnt 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 theyre 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 isnt 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, its 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--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 McDonalds
Twitter account, which was more than likely not signed off in the higher echelons of
McDonalds 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 youre 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,
theyll continue to jump in and out when theres a product link, and get small wins when they
can.
Theres 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 couldnt 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 consultancies Repucom and Sport+Markt.
Roughly 70% of the soccer related product market is controlled by Nike & Adidas (with
Puma 3
rd
). 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, Nikes 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 it All In or Nothing.
Nike has taken a #riskeverything strategy and wants to win in soccer globally.
Risk everything is 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 lets 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 years 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 years 2014
finalists Germany and Argentina.
Yet its 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.
Thats 2 goals to Adidas. Its all tied up again.
3-3.
Adidas sponsor Colombias James Rodriguez, who won the golden boot (for being the
leading goal scorer in the tournament), as well as Germanys Thomas Muller and Argentinas
Lionel Messi.
4-3 to Adidas! Its 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 Miroslav Klose of Germany (who broke the all-time
tournament scoring record), both wore Nike Hyper venom boots in 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 Sepp
Blatter.
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
Brazils 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 Nikes 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 Nikes 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, its critical to
understand how Adidas has leveraged their sponsorship. This could be the clincher to
outweigh Nikes 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 the Adidas SoundCloud page (107,000 followers) as the home to
World Cup-inspired music playlists, and conducted The 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 a Creation Centre in Sao
Paulo, and3D light projection shows in Rio de Janeiro.
However Im not privy to how well these performed and how they were measured.
So no goals!
Its 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 Nikes 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 worlds 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, Nikes +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
Facebooks numbers in terms of the platforms contribution to the brands 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
FIFAs 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 todays 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 brands 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 Nikes
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
FIFAs 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 companys 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 youre 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 youll increase your chances for social media
success, broaden your companys horizons and be ready to tackle and unfortunate
eventualities.
12. Annexure

FIFAs 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