Why do leading companies pay Fifa as much as £16m a year for exclusive World Cup sponsorship rights? Because it creates forms of brand engagement which are not possible with more conventional forms of advertising, leading to more sales.
Why do leading companies pay Fifa as much as £16m a year for exclusive World Cup sponsorship rights? Because it creates forms of brand engagement which are not possible with more conventional forms of advertising, leading to more sales.
Budweiser, Coca-Cola and McDonald’s all think that World Cup sponsorship boosted their second quarter earnings. In the UK, Budweiser beer sales were up 18.6 per cent in the quarter compared with the same period in 2009, in large part because of World Cup-related promotions. Budweiser sponsored a ‘man of the match’ vote following each of the games which generated 1.5m votes. 2.7m fans took part in Budweiser’s ‘paint your face’ promotion through Facebook and the company’s web series ‘Bud House’ registered 7 million views.
Coca-Cola think that a 7 per cent increase in Latin American sales over the comparable period in 2009 was largely down to World Cup sponsorship. McDonald’s had a more mixed experience as the matches were so popular in Europe that sales dropped off in June.