The WorldCup is one of the most expensive showcases in the advertisingworld. Sponsorship packages reach millions of dollars. Brands compete to “be present.” But the reality is simple: Visibility ≠ Memorability Every WorldCup delivers millions of ads. The surge in interest, and competition, may also have made the traditional behemoths of sportsmarketing up their game. Take Nike and Adidas, the two market leaders in sports manufacturing and whose advertising approaches to this WorldCup have differed. Does your brand have any sports connect? The WorldCup is a splendid opportunity to reinforce those credentials and make its voice heard on a global platform. Start small, at local cricket grounds, and then take the game to the big players. The WorldCup offers marketers a truly global audience that spans across different ages and demographics. Behaviours and attitudes differ across the world, but social media is one place where the vast majority of fans can meet in one place. While J&J is low-keying its WorldCup connection in the U.S., it will be far more upfront on the global stage in Brazil. J&J's medical team, for example, is working with FIFA to standardize the medical bag that team doctors will use to treat players injured on the pitch. Why the WorldCup is great for sportsmarketers. With the WorldCup just around the corner, marketers should be aware of the opportunities that come along with the event. Gonzalo del Fa, president of Group M Multicultural, explains why Last week we’ve talked about fierce WorldCupmarketing battles between big names, like Nike and Adidas.
