Tuesday, 10 June 2014

Selling and @FIFAWorldCup #Brazil2014 , Social Media and the shadow of 2022

"Obrigado Brasil pela recepcao calorosa", which translates as "Thank you Brazil for your warm welcome" read a banner held by the England football squad at their training centre in Rio.

 They were then serenaded with a version of 'We Are The Champions' and traditional music from a samba band from the Bola Pra Frente favela. 

Yet it was FIFA, the body responsible for the beautiful game of soccer who headed our football news last night. This story about alleged wrongdoing over the 2022 bid has emerged just as the soccer festival begins in Brazil.

The alleged bribery story was exposed by The Sunday Times.

 One of the FIFA Corporate Partners Sony has demanded an investigation into the alleged bribes.

Sony stated  "As a FiFA partner, we expect these allegations to be investigated appropriately."

"We continue to expect FIFA to adhere to its principles of integrity ethics and fair play across all aspects of its operations," it added.

Sony, Adidas ,Coca Cola. Hyundai / Kia, Emirates, Visa are the six main FIFA sponsors who collectively paid around $180m last year. Most have now followed Sony’s lead.

Their statements have stressed  “principles of integrity, ethics and fair play across all aspects of FIFA’s operation”.

Sony's sponsorship agreement expires this year, which gives it particular leverage as it negotiates a new deal.
“We expect FIFA will take the appropriate actions to respond to the report and its recommendations,” said Melissa Cassar, a spokeswoman for Foster City, California-based Visa, in an e-mail. “We will continue to monitor its internal investigation.”
Hyundai Motor Co. is “confident that FIFA is taking these allegations seriously and that the Investigatory Chamber of the FIFA Ethics Committee will conduct a thorough investigation,” the South Korean FIFA partner said in an e-mail.
“Anything that detracts from the mission and ideals of the FIFA World Cup is a concern to us, but we are confident that FIFA is taking these allegations very seriously and is investigating them thoroughly,” Alison Brubaker, a spokeswoman for Atlanta-based Coke, wrote in an e-mail.
Anheuser-Busch inBev NV also is monitoring the situation, Laura Vallis, a spokeswoman for the Leuven, Belgium-based company, in an e-mail. “We expect FIFA to take all necessary steps to address the issue”

The real world factors of the marketing model PESTLE will still play crucial role for the main sponsors. The world cup in Brazil and after will be affected  by factors such as politics, economics, society, technology,  legal issues and environmental which will bubble on during the tournament and beyond.

For the 2014 tournament it is expected there will be a big increase in brand promotion via social media.
Artist Paolo Ito's powerful mural - ethical/political  dilemma of the World Cup 2014
Courtesy of Paulo Ito at

A number of social media pundits suggest Digital consumption will be central to the 2014 World Cup. Paolo Ito's mural went viral.

Twitter and football go hand in hand : in the UK specifically, research from @globalwebindex shows that

•         90% of Twitter users in the UK will be watching the World Cup

•         Over two thirds of UK users use Twitter for something football related

•         43% of people on Twitter in the UK follow football clubs, with all 20
PremierLeague clubs active on Twitter

•         54% of football lovers say that news breaks fastest on Twitter

•         40% of UK users tweet when there is a goal, and 61% tweet post-match

Apparently Brazil is  Facebook's second largest market and provides YouTube with its second most unique visitors. There will a tsunami of engagement   which sponsors will no doubt be geared up to exploit.

Yet brands are becoming increasingly aware of the importance of showing the public they are aware that there is a social aspect to being a sponsor for such huge sporting extravaganzas.

Some of the Brazilian political protesters may see an advantage of pointing the finger of guilt around the World Cup costs onto the sponsors if conventional strikes and protest don't get media coverage.

The sponsors have paid anything from an estimated £8m to £120m to have their names associated with what is one of the biggest events in global sport.

Meanwhile, FIFA has  benefitted. Selling the rights

 By selling the rights for firms to be associated with the event, it is estimated to make some £850m over a four-year World Cup cycle, making up the majority of its non-TV revenues during such a period.

With the 2014 tournament just days away, it means it is not just the 32 national teams competing that are fine-tuning their plans, but also the 22 corporate sponsors. FIFA will want to kick the 2022 bid issues into the long grass...........( depending on announcements from Sepp Blatter or Mr Garcia )

Good luck to Roy Hodgson and the England team (especially 'Lamps' if he plays) on Saturday, against Italy in Manaus, Brazil. 

Let's rejoice in joy of  football and Brazil not forgetting  the  sponsors  Vauxhall, Mars, Budweiser, McDonald’s,   and William Hill, Carlsberg, Nivea for Men, Samsung, Lucozade Sport, EE, Marks and Spencer for the team England!!!!.

Good selling ,Good Samba, Good Football
Better get some cachaca for those Caipirinhas folks ! 

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