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5028Re: [SmallShopNetwork] Re: [prbytes] xp - World Cup Hype, Sponsorships and the like

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  • ana lydia ochoa
    Jun 10, 2010

      Albeit late, read the following articles that highlight World Cup advertising revenues and market share:



      You should also keep a close-eye on any industry trade publications as they will continue to highlight ad revenue, consumers reached, world-wide market-share growth, etc. throughout the Cup schedule.
      Ana Lydia Ochoa
      padma media & marketing, Inc.


      From: Ned Barnett <ned@...>
      To: SmallShopNetwork@yahoogroups.com; prbytes@yahoogroups.com; PRMindshare@yahoogroups.com; prquorum@yahoogroups.com
      Sent: Tue, June 1, 2010 3:30:31 PM
      Subject: RE: [SmallShopNetwork] Re: [prbytes] xp - World Cup Hype, Sponsorships and the like


      I did not mean that the World Cup isn’t significant –
      I was, instead, focusing on the hype surrounding the World Cup, fed by sponsors
      and advertisers.

      I do understand that the US is the major hold-out against caring
      about the World Cup. Soccer has been trying to gain a toehold in the US
      market since at least 1966 (that was about the time when my high school first
      fielded a soccer team – which attracted fewer fans than the debate team –
      and Emory also fielded a team in ’66 – my history teacher in ’68
      was also our high school soccer coach by virtue of having played on the Emory
      Team in 66 and 67 – and I recall he told me that Emory was ahead of the curve
      in adopting soccer at the college level).

      In the years since, I’ve been to a half dozen professional
      matches here since then, and generally you could fit the stadium’s worth
      of fans into a public school auditorium’s bleachers. When you’re
      in Atlanta’s Fulton County Stadium with fewer than 100 people watching a professional
      soccer match, you understand that here in the US, soccer isn’t “here”

      But in the rest of the world, soccer fans go so far as to kill
      one another (I recall that two central American countries actually went to war,
      briefly, over a soccer match – I think it was in ’69) over
      soccer. Now that’s real passion!

      BTW – of the two links you sent, one had nothing about the hype or
      advertising/ sponsorship hoopla around the 2010 WC, and the other wasn’t a
      valid link. I realize you sent this from your phone and may not have been
      able to verify the links, but when you get to your computer, would you mind
      checking? I’d really like to follow them up, but can’t.

      Thanks for your reply


      Ned Barnett
      Executive V.P. of Marketing
      Brand, LTD
      8379 W Sunset Rd #215
      Las Vegas, NV 89113
      (702) 696-1200
      Fax (702) 257-2501
      email: ned@brandltd. com
      www.brandltd. com
      strategic, creative integrated marketing solutions

      Please consider the environment before printing this email.P

      From:SmallShopNetwork@ yahoogroups. com
      [mailto:SmallShopNe twork@yahoogroup s.com] On Behalf Of analydiaochoa@ yahoo.com
      Sent: Tuesday, June 01, 2010 2:38 PM
      To: prbytes@yahoogroups .com; PRMindshare@ yahoogroups. com;
      prquorum@yahoogroup s.com; SmallShopNetwork@ yahoogroups. com
      Subject: [SmallShopNetwork] Re: [prbytes] xp - World Cup Hype,
      Sponsorships and the like

      Ned-not hype. Soccer is the biggest sport in
      the world and all major co's, including McDonalds, ESPN, Coke, Pepsi to name a
      few, are involved.

      In terms of reports, articles, write-ups, read the following:

      Hispanicmarketweekl y.com / HMW.com
      Sent on the Sprint® Now Network from my BlackBerry®


      From: "Ned Barnett" <ned@brandltd. com>
      Date: Tue, 1 Jun 2010 13:35:55 -0700
      To: <PRMindshare@ yahoogroups. com>;
      <prbytes@yahoogroups .com>; <prquorum@yahoogroup s.com>;
      <SmallShopNetwork@ yahoogroups. com>
      Subject: [prbytes] xp - World Cup Hype, Sponsorships
      and the like

      Folks, 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
      the Superbowl).

      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
      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.



      Ned Barnett

      Executive V.P. of Marketing
      Brand, LTD
      8379 W Sunset Rd #215

      Las Vegas, NV 89113

      (702) 696-1200

      Fax (702) 257-2501

      email: <mailto:pam@brandltd. com> ned@brandltd. com

      www.brandltd. com

      strategic, creative integrated marketing solutions

      cid:3338267929_ 19574468

      Please consider the environment before printing this email. P

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