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Who’s Winning The World Cup 2018 ‘Brand War’?

It’s coming home. At least, we hope it is.

Whatever your opinion of England’s chances in Russia, one thing that can’t be disputed is the power of advertising at this summer’s World Cup. Despite some pressing concerns before the start of the tournament, some of the biggest brands in the world have been able to capitalise on this incredible marketing opportunity.

The fears of fan violence and political tensions seem to have been well and truly quashed, meaning that brands are now reaping the rewards for affiliating themselves with the massive competition. So, with so many brands fighting it out to grab the attention of viewers, who’s been coming out on top so far?


Let’s be honest, we’ve all noticed the McDonald’s advertising hoardings behind the football pitches. The fast food chain has used the sheer power of its brand to create one of the most effective adverts we’ve seen in the tournament, with the phrase ‘McDelivery’ telling people all they need to know.

We instantly know it’s McDonald’s and, more importantly, it’s not long until we start thinking: “we could get that delivered right now.” It’s a fantastic piece of marketing which runs alongside their World Cup sharing boxes- a promotion that has gone viral over the past week or so.

With ensuring consumers are aware of the popular new meals and then reminding them with a blatant ‘McDelivery’ sign, we bet McDonald’s have been very busy during half-time. Of course, this is exactly what they want.


As the official beer for the 2018 World Cup, it’s fair to say that Budweiser has been incredibly popular over the past couple of weeks. With a TV advert before every game, limited-edition World Cup products and an endless stream of promotions, Budweiser are undoubtedly one of the big winners so far this summer.

This is in no small part down to the deals being offered by supermarkets all over the country. Co-Op, for example, are offering two pizzas and a four pack of Budweiser for £5 (yes, really, just a fiver!), which has seen shoppers flock to their shops and stock up on drinks for the World Cup.

Drinking beer and watching the World Cup have always gone hand-in-hand, and now people are automatically reaching for a cold, frosty Bud.

Small Businesses

You don’t have to be an international conglomerate to benefit from this summer’s tournament. Okay, so you might not be able to afford lucrative sponsorship deals or to advertise in the stadiums, but small businesses have a real opportunity to use the 2018 World Cup to their advantage.

With ‘World Cup fever’ running at full-throttle, many consumers are desperate to get involved with pretty much anything that’s related to the competition. This means that small businesses can provide special offers and discounts, all related to the World Cup and allowing their brand to get involved with the hype-train.

You could offer exclusive discounts that are available for as long as England are in the tournament; provide cashback for every goal scored by a certain player; you could even run World Cup-themed competitions to raise awareness of your brand.

Whatever you decide to do, getting involved with the 2018 World Cup is a great way of strengthening your branding. When you implement this kind of thing alongside the most effective web design Manchester has to offer, this could be the most exciting World Cup yet- and we don’t just mean because England are doing well!


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