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Written by Christopher Stanley on . Posted in Sports

2010 FIFA World Cup

2010 FIFA World Cup

Every sport has teams whose fans love to hate a rival team (and their fans). Whether it is for past defeats in championships or the trade of a star player (see Babe Ruth and the ensuing Red Sox curse) these rivalries create a passion in the sport that is unrivaled.

The same competition and disdain can be seen between top brands through their advertising; many of them, such as Pepsi versus Coke, with the 1980’s Pepsi Challenge ,or the more recent Verizon versus AT&T with the battle of the coverage maps, are very direct in their criticisms. While these behemoths compete on a year-round basis, specific sporting events such as the Super Bowl, Summer Olympics and now the FIFA World Cup bring out some serious ad spending and creativity that many times is as entertaining as the actual event.

World Cup Sponsorship versus Ethics

Written by Christopher Stanley on . Posted in Marketing, Sports

Ethics in Advertising?

Ethics in Advertising?

For those of us in the advertising world it comes as no surprise that sponsorships are an important part of any major sporting event, and that with few exceptions money talks.  While selecting sponsors based on criteria such as the environmental friendliness products might be nice, the fact is that groups like the California Milk Board don’t even come close in terms of the marketing budget of Coca Cola, and wouldn’t even know what to do with the global attention if they had it.

Today the BBC News announced that the World Cancer Research Fund has criticized FIFA for partnering with the likes of Coca Cola, McDonald’s and Budweiser because of their negative effects on health.  The non-profit’s general manager even argued that it is “a real own goal to be giving this opportunity  to companies that are known for unhealthy products.”

Though I don’t know anyone who believes that these particular sponsors have the healthiest products, they do have healthy marketing budgets, and while it may not be a popular sentiment, these sponsors  to  a large extent help make events like the World Cup that promote sport and health possible.  In many cases, each of these companies (including FIFA) have portions of their budgets specifically set aside for non profit foundations like The Coca-Cola Foundation or McDonalds’ Ronald McDonald House Charities.

Overall, this tempest in a teacup seems like a good way for a good organization’s name to appear in the paper and maybe get some nice publicity, but overall, corporate sponsorships are an effective strategy for both promoting a brand as well as giving valuable resources to put on such tremendous events and promote charitable activities on a global level.

Nike World Cup Ad: Breaking Viral Records

Written by Christopher Stanley on . Posted in International, Marketing, Sports

nike-ad-worldcup-2010

Nike Ad - 2010 FIFA Worldcup

With over 7.8 million views in its first week, the Nike Write the Future ad for the World Cup has broken all viral video records for views. While  initially pulled by YouTube for copyright issues, the video is alive and well again for everyone to see.

Even more interesting is that the previous holder of the viral record was another Nike Ad released earlier in the year and reaching 6.3 million views. It is a much more somber ad featuring the ghost of Tiger Woods’ Dad speaking to him and definitely not as uplifting and exciting as the World Cup ad. Here is the Earl and Tiger ad, however for pure entertainment value there are plenty of spoofs on the Earl and Tiger ad that may be worth killing some time.

Prepare for the World Cup Advertising Tsunami

Written by Christopher Stanley on . Posted in Hispanic, International, Sports

Verizon World Cup Billboard

Verizon World Cup Billboard

It is coming- the most watched event in the entire world…NO not the American Idol season finale, but FIFA’s 2010 World Cup, taking place in South Africa.  Yes, soccer…..a sport that has a high level of participation for kids in the U.S. but has shown little ability to reach Americans as a major television event, even with a solid U.S. Team and David Beckham’s arrival to the U.S. professional league MLS (Major League Soccer).

How will most Americans even know that there is a major sporting event taking place starting June 11?  Of course the answer is advertising, as it is for every major sporting event from the Super Bowl to the Olympics.  And the wave of advertising has begun.

In Latino communities, the billboards have been springing up, such as this one from Verizon in San Francisco’s Mission District, which reads, “Para ver 64 partidos en vivo, quieres 3G de Verizon” (To see 64 games live, you want Verizon 3G).  The major marketing publications such as Advertising Age are also getting into the act, with discussions about major investments by such advertisers as Nike, whose World Cup ad, as cleverly pointed out by Ad Age, uses the images of major players playing for teams sponsored by Nike without mentioning the World Cup (Nike is not even a sponsor).   You can see the Nike commercial at Ad Age, as well as read the publication’s review of the ad.  Since this is a global sporting event, we expect to see some very interesting advertising and are looking forward to an entertaining Mundial.

Ad Review: Cacique World Cup Billboard

Written by admin on . Posted in Hispanic, Sports

Cacique World Cup Billboard

Cacique World Cup Billboard

Ad location: 16th St. between South Van Ness and Folsom, Mission District, San Francisco

Medium: Billboard

Brand: Cacique

Overall Grade: B-

Quick Review: This billboard is colorful, bearing the green, white and red of the Mexican flag, along with the faces of three stars of Mexico’s national soccer team (I can’t make out the first two, but the third player is definitely young phenom Giovanni Dos Santos).  The ad features a play on words: the Mexican national team is referred to as “La Seleccion”, or The Selection.  The tagline, “La Seleccion Autentica”, refers both to the team and Cacique, which is presumably The Authentic Selection. The main problem? It is not clear, especially when far from the billboard, what is being advertised.  I see the World Cup/Mexican national team clearly, but have to get close to see that the brand is Cacique. Not a clear connection.

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