Brands are the undisputed protagonists of the 2022 Football World Cup: Messi, Cristiano, Mbappé, Nike, Adidas, Puma, Argentina, Brazil, Spain, France, Coca Cola, Visa, Amazon, Twitter, YouTube, FIFA…
This is the most followed event in world sport. A celebration where, in addition to soccer, branding is the second protagonist.
The 2022 World Cup is the perfect showcase to reach the audience and beyond. The American manufacturer will dress 13 of the 32 teams that will participate in the World Cup, seven will wear the “three stripes” on their uniforms.
Sure you had heard of Puma, Kappa, Hummel, New Balance, but have you heard of One All Sports, Marathon and Merooj?.
This past 2018 World Cup was watched by 3,5 billion viewers around the globe. This figure meant that more than half of the world’s population over the age of 4 tuned in at some point during this tournament. While the audience for this World Cup is projected at 5 billion.
You’ll watch it on TV, hear it on the radio or read about it in the newspaper. Or maybe you’ll follow it on Twitch, YouTube or TikTok, comment on Twitter or share it on Instagram. The channels change, the way you share and consume too. Everything is new except the passion that a World Cup raises.
Is there a more receptive audience for brands than soccer fans?
According to Nielsen, 67% of soccer fans perceive brands as more attractive when they participate in sports competitions.
Major brands such as Coca Cola, Adidas, McDonald’s, Kia, Hyundai, Qatar Airways, VISA, etc. are part of the huge list of companies that support this event with their presence and thus reach millions of people around the world.
But they are not the only ones. Each country is a brand, each player and coach is a brand, the fans are brands and even many journalists and communicators are brands.
In this ball-shaped world in which everything communicates and everything is a brand, how will your brand take advantage of this World Cup month?
At TOTEM Branding we have experience in branding in the field of soccer in particular and sports in general, and we know that for brands, these events are one of the best opportunities to reach not only the minds of consumers, but above all their hearts.
There are few passions like the passion of soccer. Few campaigns are more effective than those that connect or raise the passion that these brands awaken in this month that we have been waiting for 4 years.
We are passionate about soccer, we are World Cup fans. May the best team win. The brands are already taking care of winning hearts and minds.
