International Marketing: Marketing & the World Cup
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Transcript of International Marketing: Marketing & the World Cup
Marketing and the World Cup
Justin Ashley | Oliver Chag | Michael Arcuri | Dan Mancini
Topics to be Covered• History of the World Cup• Hosting the World Cup• Sponsorship & Marketing• The Future of World Cup Marketing •2022 Host Site, Qatar
World Cup History
• First international soccer match in 1872 in Glasgow between Scotland and England• First Olympic tournament in 1920.• FIFA tournament started in 1930 in
Uruguay, South America • Founded by FIFA commissioner Jules
Rimet
Evolution of the Tournament
• 1934: Italy-expanded to 16 teams• 1984: Spain expanded to 24 teams • 1954: Switzerland- first to be
televised• 1966: England- First to officially
market the tournament• 1991: China- Women’s FIFA
tournament established under Joao Havelange
Historic Events• 1962: Chile- 9.5 magnitude earthquake• 1994: USA- First final to be decided by penalty kicks• 1942 and 1946 tournaments canceled due to WWII• Brazil leads with five tournament victories
Hosting the World CupPast Host Cities• 1994 - United States• 1998 - France• 2002 - South Korea/Japan• 2006 - Germany• 2010 - South Africa• 2014 - Brazil• 2018 - Russia• 2022 - Qatar
Hosting the World Cup (Cont.)
What are the Benefits?
• Publicity• Pride• Greater Commercial Activity• Effect of the players on the youth• New & improved facilities• Qualification
What are the Drawbacks?
• Cost- $$$• Construction• Overpopulation• Greater risk for violence and/or
crime • Potential for negative publicity
Hosting the World CupTourism
• By the numbers: • Brazil• South Africa• Germany
• Financial Impact• Social Impact• Environmental Impact
The World Cup Bidding Process• FIFA documents• FIFA Workshop• Countries submit their bids to
the FIFA Executive Board• The FIFA Executive Board reviews
each countries strengths & weaknesses• Then the decision is made
Hosting the World Cup$
(FIFA) + (Local Government Investments) = Funding
• FIFA • Covers entire operational cost. How?
• Local government investments• Examples
Three Types of Sponsors
• FIFA Partners
• FIFA World Cup Sponsors
• National Supporters
Benefits of Sponsorship
• Giant global audience
• Worldwide love for (football) soccer
• Has the ability to reach many cultures
Challenges of Sponsoring
• FIFA’s lack of credibility• Bribes• Instability of Qatar
World Cup• Newfifa.com• Catering a message for all viewers
FIFA President Sepp Blatter
Good Examples of Marketing in the
World Cup
• Budweiser in Brazil World Cup • Beats by Dre in Brazil World Cup
Bad Examples of Marketing in the
World Cup• Pringles potato chip ad• Offensive to the British Audience
Future Sponsorship
Program • Who’s out:• SONY• Castrol• Continental • Johnson & Johnson • *Coca Cola
• What do they want?• Qatari Transparency• Refined labor laws• Qatar stripped of
World Cup
• FIFA will offer:• 20 regional sponsorship packages• 6 – 8 partner sponsorship packages
World Cup in Qatar in 2022• Awarded the 2022 World Cup in 2010• 6 modern stadiums are under construction• 3 stadiums are being refurbished • Issues have arisen
• Why Qatar was awarded the World Cup:• "The Arabic world deserves a World Cup.
They have 22 countries and have not had any opportunity to organize the tournament.“
-Sepp Blatter (FIFA President)• Bridge cultural differences• Money/resources• Potential for infrastructure
Climate of the Qatari Summer• 106°F (Summer Average Temp)• 115°F – 120°F (Late July/Early August)• Average yearly rainfall is <3”
• How Qatar will compensate:• Air conditioned, open-air stadiums• Matches moved to late early
November – mid December
Unhealthy Labor Conditions• Laborers from:• Nepal • India• Bangladesh • Pakistan • Philippines
• Kafala System• Contracts are not honored• 15 hour work days, 6 – 7 days a week• Cramped dorms with 20+ men in them
Deaths of Foreign Laborers• 680 Nepalese workers (Jan. 2015)• 450 Indian workers (Jan. 2015)
• Most deaths attributed to Cardiac Arrest• Falls• Suicide• Illness
• Families at home are affected
• Qatari government:• Does not acknowledge deaths• Bribe embassy officials to not report