World cup advertisers reflect shift in economic powers

Chinese characters appear in the fifa world cup stadium perimeter advertisements

Chinese characters appear in the fifa world cup stadium perimeter advertisements

Fifa world cup: global event, global brands

The world cup football is almost at its end. A European country is about to win the tournament – that’s for sure.

However, if one digs a little deeper into the entire phenomenon of the world cup – one could see that the “economic powers” from the past (let’s say USA, Western Europe) are loosing power.

I’ve been a dedicated world cup watcher since the ‘Mundiale’ in Italy, 1990. Since that day I mainly see “Western brands”: brands from manufacturers in the classic economic powerzones – they were the only ones who could afford the investment.

With today’s shift in economic and financial power, it should not be a surprise that we see non-western brands on the global advertising platform (which the world cup football definitely is)

Fifa partners and their core market

To demonstrate the reflection in powershift, one can start looking at the “general fifa sponsors”. These are well-known companies from the past with their headquarters in Western (industrial?) economies. Brands that match this example: adidas (Europe), coca-cola (US), visa (US), sony (Japan), hyundai(South Korea). One of the upcoming economic (financial) powers is the Middle-East. You shouldn’t be surprised then that the Dubai-based Emirates Group is an official sponsor nowadays…

Stadium perimeter advertisers

The driving factor in this analysis however came from looking at the stadium perimeter advertisements during the game. By seeing exotic alphabet (chinese) and an Indian inspired font next to the pitches, my attention was drawn.

Here’s a list of non-western brands that I’ve noticed to be advertising on football pitches during the world cup. In my opinion, they reflect the shift in economic and financial powers.

    1. mahindra satyam > Mahindra Group; India
      Yingli Solar > China
      Seara > Brasil

Proving the shift in powers

    1. Credit crunch : US ; Europe
      Economic slowdown: US, Europe
      New regions (India, China, Brazil): economic growth in 2010?
  • Belgium - economic growth rate ; 2010 Trading Economics. All Rights Reserved.

    Belgium - economic growth rate ; 2010 Trading Economics. All Rights Reserved.

    United-States economic growth rate 2010;  Trading Economics. All Rights Reserved.

    United-States economic growth rate 2010; Trading Economics. All Rights Reserved.

    Brazil economic growth rate;  Trading Economics. All Rights Reserved.

    Brazil economic growth rate; Trading Economics. All Rights Reserved.

    Indian economic growth rate;  Trading Economics. All Rights Reserved.

    Indian economic growth rate; Trading Economics. All Rights Reserved.

    China economic growth rate;  Trading Economics. All Rights Reserved.

    China economic growth rate; Trading Economics. All Rights Reserved.

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Cycling: a unique marketing opportunity?

New cycling season : new brands

I agree, I do like cycling. Not just doing it myself but as a passive sportsman: watching it on the television. It’s also exciting however from a sponsorship side of view. Every year when the new season starts, I meet new brands. I rarely learn what the brands stand for actually. This year’s list of new teams (read: new sponsors):

  • FOOTON-SERVETTO
  • SKY PROFESSIONAL CYCLING TEAM
  • TEAM HTC – COLUMBIA
  • TEAM RADIOSHACK

New brands on top of my mind … but !

The above brands will be top of mind if you ask me “name a brand”. Nevertheless, I will never know what these brands are about (unless I browse them or meet them by accident). This was a starting point for a quick reflection on marketing opportunities in sport sponsorship, in particularly cycling.

Marketing strategy on cycling sponsorship?

I doubt the effectiveness of sponsoring a cycling team. I mean, it costs a lot of money and I doubt whether it’s earned back. Nevertheless: brand owners, keep sponsoring cycling teams! I love the sport and you have a broader task then just selling your products!

Better ways to involve marketing-wise in cycling races?

Another thing I noticed is the ability to get free “advertising space” during cycling races. Tomorrow there is a finish of a “Classic Flemish Cycling Race” not far from where I live. The streets are flanked with a lot of trucks – all hoping to receive a glimpse of the television camera. I believe this will prove to be a more effective way to involve in cycling compared to the sponsorship of UCI Pro Cycling Team. Reasons: local marketing opportunities, free, …

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