This year, FIFA has signed multiple global partner deals with brands like Adidas, Visa, Lenovo, Qatar Airways, in addition to a wide spread of regional and local sponsorships to help grow as a business ecosystem, in particular in the North American market – an area that, uniquely, is dominated by a sport other than football( or soccer). With investments of this size and considering the amount of countries involved, there will be residual economic impact and benefit in scaling the World Cup. The Bank of America estimates that the event will add US $ 41bn to the global GDP and will see the creation of 800,000 jobs worldwide.
Any event of this magnitude would undoubtedly make a considerable impact on global economies, however, the World Cup’ s tenure both as a celebratory competition and a framework for advertising and associated business puts it in a very exclusive position. Brands tailoring their image and marketing around the World Cup may not be issued a guaranteed golden ticket for growth, but embracing the culture and the trade-fair experience of it all might prove more effective than any other campaign, any other time of the year. businesschief. com
119