Why is football becoming more like X'mas?

Firstly, I use the more commonly and often used term football to describe, well, football. Not Soccer as some apologist would like to call it to differentiate it from grid iron. Of course on Newsvine, I am sure to get some "comments," from the fans of American Football... but then, that is for another thread.

Just to get that out of the way and apologies to those who click onto the link because it says "football."

Every four years, the world goes crazy with marketing promotion activities for the World Cup. There are official sponsors who spend an obscene amount of money for the privilege and unofficial err, sponsors who sneak a ride on the media circus that is the World Cup.

Unfortunately I no longer know or care much about the teams or the players, or watch avidly as I used to in my 20s.

What I do know is that everyone is jumping on the World Cup/Football bandwagon. And after seeing umpteenth football related ad – from soft drinks to airlines to hamburgers to electronics, it does get a bit tiring.

Every minor brand or product somehow tries to tap into the football craze by offering football related merchandise or trips to the host nations of the games - this time Germany. Even my local Gym is running a promotion to win tickets to the event.- and by all means they are not a sponsor.

Why are marketers so keen on jumping onto the World Cup bandwagon?

If you look at the facts, we can understand why it looks very attractive.

Total Attendance: 2.7 Million fans – at the venues in Japan and Korea.

Total World Wide Viewers : 1.5 Billion Total Viewers

For brands that are seeking global acceptance, it looks like a shortcut to brand awareness, building brand equity or simply association to a specific sport.

This year in Germany, FIFA the world football governing authority, raked in US$ 888 in various sponsorship fees from various sponsors. Even US brands with global presence are "official partners," to the event. Simply because football gives them access to a wider global audiance.

Who'd have thunk that an all America beer Budweiser would be the official beer for the event? Of course there are some unhappy Germans who launched a anti-bud website – I will not link it, but it can easily be Googled.

Then there are the usual suspects Coca Cola, Adidas. McDonalds (yikes!), Gillette, Mastercard, etc..

Questions Questions Questions

Now does all that detract from the game itself? Fortunately not too much, but football fatigue sets in with the over-exposure it gets. Do this long enough and apathy will set in for future World Cup events – or maybe not.

Does this show a lack of creativity and originality on the parts of advertisers? Sure does. US$ 888 can buy a lot of marketing activities., not to mention the additional costs to the sponsors for coming up with promotion schemes, prizes, making a TV commercial etc..

Are the sponsors getting their money's worth? That, I have no answer, but I am pretty certain that the next World Cup will most likely top this one in terms of money spent on promoting commercial products.

Final Question

So, is the World Cup Football becoming like X'mas? From the commercial side, it still needs "some" work, but worry not football fans, it is rapidly catching up.

Note : Still can't do the hyperlinks properly, so I have dumped them in the bottom. Apologies.

Official Partners
http://fifaworldcup.yahoo.com/06/en/partners.html

Nielsen (Research Company)
http://www.nielsenmedia.com/newsreleases/2002/WorldCup_Final.htm

BBC
http://news.bbc.co.uk/sport3/worldcup2002/hi/front_page/newsid_2018000/2018278.stm

More On Sponsors
http://seattlepi.nwsource.com/othersports/2050AP_SOC_WCup_Name_Game.html

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