Winning brands focus on the goal at FIFA 2014 | DMA

Filter By

Show All
X

Connect to

X

Winning brands focus on the goal at FIFA 2014

There is much talk around major Championships about which brands ‘win’, and inevitably league tables are produced with non-sponsor brands usurping official partners. It’s an easy story but with little depth.

From a sponsorship perspective, what matters is whether those brands that have invested in the FIFA World Cup, or the Olympics for that matter, have achieved their own specified objectives. Their opportunity is so much greater.

Has the alignment with football helped the brand, humanising an otherwise corporate giant in the eyes of its consumers, customers, employees and key stakeholders? Has the opportunity for engagement driven brand growth and advocacy? Has the business grown and comparative sales increased against the same period the previous year? Has the partnership helped the business launch new products or enter new markets? Has the investment been profitable?

These are the things that matter. I’m sure Castrol couldn’t care less where they rank against McDonald’s or Adidas, or Nike or KFC in a social media buzz chart. It’s guaranteed that brand comparisons are made across categories and between sponsors and non-sponsors with the challenge against the value for money of a FIFA sponsorship.

The major Championships provide a wonderful focus for us all and, as such, brands take up the challenge to be creative, meaningful and entertaining. There are some wonderful examples of brands’ creativity and storytelling around the FIFA World Cup, and some less good (you know the ones, usually with top footballers in them trying to act). Here are just a few to choose from, my personal favourite is the emotive film for Beats by Dre, what’s yours?

Beats by Dre:

Nike ‘Risk Everything’:

Adidas ‘All In or Nothing’:

Coca-Cola:

Pepsi:

McDonald’s ‘Gol’:

Samsung:

Castrol:

Paddy Power:

Carlsberg ‘Fan Squad’:

Budweiser ‘Believe as one’:

Banco de Chile:

Visa:

There are countless more films and ads from brands trying to align themselves with the football, as there will be in 2016, 2018 and beyond.

The more complex and bigger challenge is to maintain the creativity and connection away from the major Championships. Can brands hold the attention and continue to be meaningful irrespective of whether they are sponsors or not? Let’s see what happens after July 2014.

By DMA guest blogger Rob Mitchell, Sponsorship and Marketing Consultant, RJM Consulting and DMA Brand Activation Council member

Hear more from the DMA

Please login to comment.

Comments

Related Articles

Interactive emails are the most engaging type of emails we can produce tech-wise. Jordie van Rijn interviews Jennifer Burks from the Email Code to show you what’s possible with interactive emails.

interactive email examples tips tricks Jennifer Birks.png

Start the new year right and finish the financial year strong, tick off the ‘must-do’s’ post-peak.

Marketing Checklist - assets_Blog Hero1.png

True emotional connections between brands and customers boost revenue as well as retention, but marketers need an accurate understanding of the key trigger moments

VideoPostProd_FY24Q1_EMEA_Loyalty Webinar_Dec 7th_Presentation  (1).png

The DMA Door Drop hub delves into Creativity in Print, showcasing some of the best Door Drops to grace our doormats. In this month’s edition, Nick Brown, Sales Director at Newsquest, dives into a recent Door Drop from a local business selling firewood.

CEDD Nov23 Hero Image.png