One year after World Cup in South Africa, we won’t forget a couple of things. The ridiculous french team strike is one of them, but for football marketers, we will remember this ambush marketing stunt Bavaria Beer launched which triggered 36 hot girls being jailed. This said, maximising on an ambush marketing stunt is key. Bavaria shows us a cool “How to”.
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On July 11th, the world will focus on the 2 teams which will enter the Johannesburg Stadium for the World Cup final. However, 23 actors on the pitch will shine. 23? yes 23, and I am not including the referee (although he sometimes shines more than he should). The 23rd actor will litterally shine on the pitch. I am talking about the World Cup final match ball. On Tuesday 20th, adidas unveiled the official ball of the 2010 FIFA World Cup final: The JO’BULANI.
I was reading a french news forum the other day and one comment caught my attention. Although 95% of the comments on this forum are senseless, immature and inappropriate, this member had an interesting view about Nike being the new sponsor of the French Football Federation in 2011. He said: “it will be weird to me not to see 3 stripes on the French shirt! It will be like watching any other team but France”.
Indeed, for those who have not followed the not really recent football marketing news, from 2011 the French Football Federation (F.F.F) will be equipped with Nike products. Nike and the FFF agreed on a 7.5 season contract which amounts to € 42,66 million per season.
You want to attend the 2010 FIFA World Cup South Africa™ this summer? I can help you.
MATCH Hospitality is FIFA’s worldwide exclusive rights holder of the Official Hospitality Programme for the 2010 FIFA World Cup South Africa™. I work with the exclusive agent of MATCH Hospitality in the United States of America for the sale of the Official Hospitality Programme for the 2010 FIFA World Cup South Africa™.
On March 3, I gave a strong credit to the Nike football kits for the World Cup. They are made from 8 recycled plastic bottles and consequently Nike is making a bold statement by integrating the sustainable element to football. No doubt that it will be a great buzz during the World Cup in South Africa.
The swoosh did not overlook retail distribution though. The Federations shirts will be sold…………in a plastic bottle. I would hope that they have not used more bottles for jersey packaging than bottles to make those jerseys! A simple pull tab in the middle of the bottle hides the opening, and the federation shirt is yours. The idea is simple, inspirational and smart. We may wonder why using a plastic bottle to sell shirts made from plastic bottles. Well, as a marketer, I would argue that selling jersey made out of a plastic bottle IN a plastic bottle was the best marketing element to drive the consumer’s purchase. In addition, an interesting add on is a USB key which stores Nike press releases and HD pictures of the complete range. A cool way to provide a unique gift for clients: Marketing Lagniappe?
On 25 February 2010, Nike launched its new football kits for the 2010 FIFA World Cup. Nike put together a brilliant concept: SUSTAINABILITY.
Nike’s national team kits are the most environmentally-friendly and technologically-advanced in football’s history. BOOM there you go. Nike is setting another benchmark in football by emphasisng on sustainability, a word well known worldwide.
But let’s have a look at the kits. The design is clean, simple and obviously, the technological aspect is also a key factor. Moisture management is taken care of to offer players the most comfortable kit to match the weather conditions in South Africa. The jerseys are also 15% lighter to allow Pato and Cristiano Ronaldo to go faster…..Simple, but great looking kits. But the emphasis is somewhere else. Delivering a powerful message: Environmentally friendly and sustainable football products.
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.