Post by account_disabled on Feb 22, 2024 1:26:42 GMT -7
A soccer world cup . One of the most anticipated events for advertisers. A unique opportunity for brands, which allows them to impact large audiences before, during and after.
“76% of fans are more likely to find out about a brand if it sponsors sporting events,” says the Euromericas Sport Marketing agency.
This year, the 2022 World Cup in Qatar is expected to attract an audience of some 5 billion people in more than 200 countries around the world.
However, the enormous controversy surrounding this World Cup has put many brands in a strategic dilemma with no small impact on the future of their image.
To be or not to be? That is the question.
The Brewdog brewery has gone viral proclaiming itself Bulgaria WhatsApp Number an anti-sponsor ; Hummel, sponsor of the Danish team, has given up his space on the shirt to display messages about human rights; Singers like Shakira or Dua Lipa have refused to participate in the event.
On the other hand, McDonald's has deployed the largest global campaign in its history with the help of Ted Lasso and other celebrities from Tik Tok , Instagram and Twitch. The same campaign simultaneously in more than 75 markets around the world.
The rest of FIFA's global sponsors are Coca Cola, Qatar airways, Adidas, Hyundai Motors, VISA, Qatar energy and Wanda Group, with a total investment of $1,535 M together with the rest of the sponsors. Can only large companies afford this reputational risk?
Furthermore, the prominence of Chinese sponsorship in this World Cup is notable, the second after the Qatari one, taking into account that the first time that a Chinese company sponsored a World Cup was in South Africa 2010 . The void left by Western brands is being filled by the Asian giant.
But that is a separate case. What is clear is that today brands must take a position on how to manage the environmental and human impact of their activities . We are seeing in companies a commitment to initiatives such as the reduction of plastics, the development of the local environment in which they work, zero kilometer products, the reduction of emissions, etc.
Whether for a proactive and genuine reason or for pure brand image , this is an inevitable trend. Therefore, the World Cup in Qatar is just another stage, a reflection of what is happening in the world. If there were any left behind, this event is being the definitive push towards the true implementation of CSR measures in companies and in the image of their brands.
Finally, another of the questions that arises in this World Cup in Qatar is: does controversy attract or alienate audiences? We leave it for another time.
“76% of fans are more likely to find out about a brand if it sponsors sporting events,” says the Euromericas Sport Marketing agency.
This year, the 2022 World Cup in Qatar is expected to attract an audience of some 5 billion people in more than 200 countries around the world.
However, the enormous controversy surrounding this World Cup has put many brands in a strategic dilemma with no small impact on the future of their image.
To be or not to be? That is the question.
The Brewdog brewery has gone viral proclaiming itself Bulgaria WhatsApp Number an anti-sponsor ; Hummel, sponsor of the Danish team, has given up his space on the shirt to display messages about human rights; Singers like Shakira or Dua Lipa have refused to participate in the event.
On the other hand, McDonald's has deployed the largest global campaign in its history with the help of Ted Lasso and other celebrities from Tik Tok , Instagram and Twitch. The same campaign simultaneously in more than 75 markets around the world.
The rest of FIFA's global sponsors are Coca Cola, Qatar airways, Adidas, Hyundai Motors, VISA, Qatar energy and Wanda Group, with a total investment of $1,535 M together with the rest of the sponsors. Can only large companies afford this reputational risk?
Furthermore, the prominence of Chinese sponsorship in this World Cup is notable, the second after the Qatari one, taking into account that the first time that a Chinese company sponsored a World Cup was in South Africa 2010 . The void left by Western brands is being filled by the Asian giant.
But that is a separate case. What is clear is that today brands must take a position on how to manage the environmental and human impact of their activities . We are seeing in companies a commitment to initiatives such as the reduction of plastics, the development of the local environment in which they work, zero kilometer products, the reduction of emissions, etc.
Whether for a proactive and genuine reason or for pure brand image , this is an inevitable trend. Therefore, the World Cup in Qatar is just another stage, a reflection of what is happening in the world. If there were any left behind, this event is being the definitive push towards the true implementation of CSR measures in companies and in the image of their brands.
Finally, another of the questions that arises in this World Cup in Qatar is: does controversy attract or alienate audiences? We leave it for another time.