For someone who is not exactly a fan of soccer there is an important reason to invest a few hours in watching Copa América: to see how, through ads from different media, a multi-million dollar business is created. It’s amazing to see how each one of the brands make superhuman efforts to stand out on occasions like these.
The 2015 Copa América will be the XLIV edition of this championship, the main soccer competition among South American national teams and the oldest one in the world that is still alive today. This year’s event will take place between June 11 and July 4 in Chile. Yes, the same country where internationally renowned players like Alexis Sanchez (who now plays at Arsenal) and the mythical Elías Figueroa were born, among many others.
But Copa America doesn’t just thrive on soccer. Surrounding the soccer event is the activity of numerous travel agencies and the industries of hospitality, food, entertainment, sports, etc. So much goes on with these, in fact, that the main brands were already selected quite some time ago, including Mastercard, Santander, and Kia as Platinum sponsors, and Kellogs and Coca Cola as Silver sponsors.
But it’s not just high-demand items that will generate the most sales. For example, a stuffed animal – which represents the official mascot called Zincha – and other Copa merchandise are expected to generate more than $2 million. Remember, we’re talking about a stuffed animal here.
Should other brands that are not sponsors concern themselves with the event then? Yes and no.
On the one hand, perhaps not since the sponsors will be taking on a significant marketing opportunity in the competition. But on the other hand, the increase in consumption will surpass supply, making this unsatisfied demand available to be taken advantage of by others. That’s why it is recommended to not let the companies get away with all of the profits, in spite of the increase in campaigns, because it is still a very favorable time to do business.
Now you know – don’t lower your guard.
This post is also available in: Spanish
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