Posts tagged ‘Soccer’

  • 01 Jul 2010 at 2:37 PM
  • /
  • Marketing

The World Cup’s Marketing Winners and Losers, Part Two

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Today, we finish out our rundown of the heroes and goats from the pitch and beyond.

Budweiser 2, Other brewers 2.
Budweiser will be happy to have moved on from Germany, where the official beer sponsor was soundly pounded as spulwasser (that’s dishwater to you) by a populace that takes its beer seriously and didn’t appreciate the lack of local brews at the games. In South Africa it seems to have scored a few more fans and won’t have done its developing world distribution any harm at all.

As you can see from the Nielsen numbers, however, Carlsberg managed to score too with its legends World Cup ad. And Dutch brewer Bavaria stole some headlines too with its 30-women in orange mini-dresses. However, booze is an overall winner during the World Cup, with bars jam-packed even in the avowedly-disinterested United States.

Hooray beer.

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  • 30 Jun 2010 at 12:15 PM
  • /
  • Marketing

The World Cup’s Marketing Winners and Losers

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While we wait impatiently for Holland versus Brazil, let me bring you a few of the latest World Cup marketing scores.

Castrol 0, Visa 1.
If a sponsor’s checkbook opens on Sepp Blatter’s desk and there’s no one there to hear it, does it make a sound? Castrol is not the only marketer to pony up tens of millions for official Fifa sponsorship rights, only to fail to leverage its outlay, by, you know, letting the rest of us know about it. (Did you visit Continental Tires’s site? Are you more likely to fly with Emirates than you were before the tournament? What about the chances that you buy a solar panel from Yingli Solar?)

Visa, one of many brand giants that sometimes seems to be applying the somewhat questionable “well, it’s a global event and we’re a global brand” logic to its sponsorship, at least found a few ways to activate its purchase by offering cardholders access to tickets in pre-sale events and making this thoroughly likable ad.

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