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Coca-Cola showcased appealling marketing activations to leverage its partnership with the 2010 FIFA World Cup. The Trophy tour and the Celebrations ad are good examples. With the Coca-Cola celebration award recently given to Tshabalala, the Atlanta firm is capitalizing on the World Cup momentum, by adding a strong CSR component and engaging football fans. Another benchmark of how global football brands display their CSR initiatives by leveraging their products and simulteneously activating their marketing rights in the smartest possible way.
According to a Sport+Markt survey, Sportswear brands adidas, Nike and Puma are the most recognisable football sponsors in the top five European markets.
Nike, adidas and Puma will all play a key marketing role on the pitch during the FIFA World Cup 2010. Indeed, with 12 teams qualified for the event, adidas is leading the way, followed by Nike with 9 teams and Puma with 7 Federations attending.
Gavin Cowley is the adidas South Africa Marketing Director and Local Head 2010 FIFA World Cup.
I had the pleasure to work with him on several football projects. Gavin has a true passion for football and genuine dedication to make football a unique social developing and unifying component for South Africa. He is a key player within the adidas organisation, his knowledge of the country, his integrity make him a respected and trusted character.
I interviewed him to get his view on the first World Cup in South Africa; on the marketing activations, competition, but also on how the World Cup will contribute to the social and economic development of the country.