5011xp - World Cup Hype, Sponsorships and the like
- Jun 1 1:35 PMFolks, I'm trying to figure out the World Cup 2010 hype and the benefits (if
any) of sponsorship. I have to admit I'm not a big World Cup fan, but since
the USA is lining up to be a host in the future, I'm trying to figure out
how this compares to America's annual advertising binge tied to the
Superbowl (or perhaps the World Series - or all the playoff games leading to
My experience with sponsorships and hype are tied to the 1996 Atlanta
Olympics and the 2008 Beijing Olympics (I helped a client become the
"official operating system of the 2008 Beijing Olympics). It doesn't extend
into World Cup soccer, and it's a bit out of date (I negotiated the 2008
deal in 2001). So I invite your insights.
To focus my questions (and your answers), consider this:
* How have either the massive sponsorship deals and/or the sponsors'
marketing campaigns fared till now?
* Have the companies who are official sponsors been able to leverage
any meaningful or measurable advantage from the event hype so far?
* What have been the total financial outlays in terms of sponsorship
of the event?
* Are there any significant differences in sponsorship deals this time
as compared to previous World Cup sponsorships?
* How is the event going to affect the non sponsor companies who are
not paying hefty sponsorship fees, but are nonetheless creating huge
marketing campaigns surrounding the event?
* This year's World Cup is being held in the Union of South Africa -
which is both African (duh), predominantly black and NOT a world-class
soccer competitor. Perhaps coincidentally, perhaps not (which is my
question), this year's World Cup hype seems decidedly muted (or so I've been
told by people who care). In the end, does racism or a dismissal of
African nations and/or a dismissal of non-competitive nations factor into
this lowering of the hype and value of sponsorship that seems to be the case
this year (or so I've been told)?
If you've got any links to write-ups on this upcoming World Cup from a
sponsorship/advertising perspective, I'd like to see those, too.
Executive V.P. of Marketing
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