2014 FIFA World Cup Brazil Sponsorship Insights

2014 FIFA World Cup Brazil Sponsorship Insights

The official sponsors of 2014 FIFA World Cup Brazil are poised to capitalize on the fact that much of the world’s attention will be focused on the 64 matches to be played over the next month across Brazil. Most of these brands have been active in the marketplace for months leading up to the tournament, so for many the matches themselves are simply icing on the cake.

As we have done around the Olympic Games, IEG has created this special section to compile and curate how the six FIFA Partners and nine World Cup Sponsors are bringing their association to life.

It should come as no surprise that the level of digital and social leveraging surrounding this World Cup surpasses that of any previous event. More importantly, digital and social content lies at the heart of most World Cup sponsors’ activation programs, unlike many Olympic sponsors, which while leveraging digitally still took a TV-first approach in Sochi and London.

FIFA partner Adidas is a prime example. The company has noted it will spend more on digital marketing than on TV advertising for this World Cup, and its TV spots end with a call to engage with the brand’s social content.

Interestingly, in contrast to what we saw around the Winter Olympic Games just a few months ago, World Cup sponsors have not created many dedicated Facebook or Twitter accounts for their World Cup activity—instead relying on microsites and pushing content through their corporate Facebook, Twitter and other social media pages. This is likely due to the increasing difficulty of gaining traction organically through Facebook and Twitter as opposed to buying ads, promoted Tweets, etc.

When you click on the logos below, you will see the public-facing sponsorship activations of each sponsor. We have given Hyundai and Kia separate profiles, as these corporate siblings share the automotive category but conduct independent marketing programs. We did not include the National Supporters level, as activation for these Brazilian partners is limited to within the host country.

FIFA Partners

Click on the logos below to see the public-facing sponsorship activations of each sponsor.

Adidas
Coca-Cola
Emirates
Hyundai
Kia
Sony
Visa

World Cup Sponsors

Click on the logos below to see the public-facing sponsorship activations of each sponsor.

Budweiser
Castrol
Continental
Hublot
Johnson & Johnson
McDonald’s
Moy Park
Oi
Yingli

Commentary

What Brands and Rightsholders Should Take Away From World Cup Sponsor Activation
Jim Andrews Jun 13

What Brands and Rightsholders Should Take Away From World Cup Sponsor Activation

The sponsorship laboratory that is FIFA World Cup is underway, so time to put the sponsors and their activities under the microscope and study away. more

 

IEG In the News

Publishers Scrap for Their Share of World Cup Ad Windfall
Advertising Age, June 19, 2014

Why Qatar's Tarnished 2022 World Cup Is A Safe Bet For Sponsors
Bloomberg Business Week, June 09, 2014

World Cup’s Sponsorship Picture

The “who” and “how much” behind Brazil 2014 sponsorship, including FIFA Partners, World Cup Sponsors and National Supporters.

Click infographic to enlarge.

 

IEG Sponsorship Report

A Must Read for Anyone in the Sponsorship Industry. More info