In just under a month’s time, the 2018 FIFA World Cup will finally kick-off in Russia. The opening fixture sees the hosts take on Saudi Arabia and, while it might not be the most mouth-watering game to get things started, billions of people will be watching all over the world.
Of course, the sheer scope of this audience presents a real opportunity for brands. Rarely are businesses given the chance to display their message to such a wide audience, which is exactly why it’s so expensive to become a top tier sponsor for the competition. While some businesses use this is an opportunity to increase awareness of their brand and grow their business, more established brands are able to enhance their reputation and message.
Four years ago, companies such as Doritos and Budweiser showed how brands can benefit from such a huge event. The former had all kinds of World Cup offers plastered over their crisp packets, running competitions and special-edition snacks; while the latter went as far as updating their mobile app with World Cup themed AR. People loved it.
The fact is that football has a knack for bringing people together, and this is particularly the case for something as big as the World Cup. Despite the obvious concerns being voiced in the lead up to the competition, the likelihood is that, once that first ball is kicked, all of those worries will be forgotten as the world gets swept up in all the action.
This will ultimately result in World Cup fever gripping the planet for a full month, right up until the winner is crowned on July 15th. Everyone will be talking about it, the excitement will be at an unbelievable high and, more importantly, people will want to get involved in anything World Cup related.
You don’t even have to be Coca-Cola or McDonald’s to use the World Cup to your advantage, because brands of all sizes are able to ride the hype train this summer. Due to the fact Russia is so massive (and has 11 different time zones), the way people view matches will be different this year, with many younger fans using social media and streaming services to watch highlights and goals. Brands undoubtedly have the chance to take advantage of these new trends.
On the topic of social media, this is the platform in which every brand in the world can use to their advantage, since so many users will be sharing, commenting and engaging with posts that relate to the World Cup. This means that businesses have a real opportunity to create likeable, shareable content to increase awareness of their brand and get their message out there. If you can start a World Cup conversation, you’re onto a winner.
For brands, the World Cup guarantees a potentially massive audience and, no matter the size of your business, could work wonders for your brand image. With billions of people set to become gripped by football fever this summer, the benefits of getting involved are obvious.
If you’re interested in finding new ways to improve your branding, then don’t hesitate to pick up the phone and speak with our team at VisionSharp. We’d love you to come in for a brew, so you can see why we provide the best branding services Manchester has to offer! Of course, we’d also be happy to talk about the World Cup!