1930 was the inaugural date of FIFA World Cup editions. A multinational football show that every four years moves millions of fans and that very soon started to attract the interest of great brands and companies.
With the arrival of the digitalization era, advertising, and brand positioning, companies stopped to rely solely on non-traditional communication media (radio, press, and television) in order to land on the virtual world. Big sport events started to become the great challenges for market experts and great platforms regarding brands’ growing and positioning worldwide.
100 years have already passed since advertising burst into sport world, consolidating event its own specialized branch within this sphere. The ‘sport marketing mix’ is a business that nowadays moves billions in this industry, including TV broadcastings, radio, internet, social media, digital platforms, tickets sales, merchandising, and other kinds of promo actions.
If something makes teams great and invincible, this is the fan phenomena. Brands that cope webs and social media platforms of the favorite teams transform their products and services into objects of desire. This kind of advertising -in form of banners, promos, or contests- is, for example, much more affordable that television ads during the matches.
A growing number of brands are becoming aware that consumers, particularly when watching their favorite game, are not seated with a laptop or tablet open. More and more, smartphones are the major access to internet and social media. This is the reason why brands should develop attractive, mobile-friendly webs and social platforms.
Projecting a good company image nowadays involves both a good marketing strategy and excellent brand positioning. Brands, after all, are the closest bond of a company with the final consumer.
In this sense, big sport events are global showcases for all those brands that know how to adapt their sales or promotion strategies to the different and numerous type of audience these special events always bring.
