While most of the World Cup action is taking place on the soccer field, many brands are trying to capitalize on the excitement with marketing and advertising campaigns. The World Cup has just six official sponsors, but many brands are finding creative ways to cash in on the World Cup buzz.
As reported by the Wall Street Journal, a new YouGov BrandIndex report shows that many brands including JLG’s client Pepsi have seen a boost in brand perception thanks to their World Cup brand marketing efforts. While Pepsi is not an official sponsor of the World Cup, the brand has run soccer themed advertisements during the games, which led to a 4% increase in brand awareness for Pepsi.
Many other brands who are not official sponsors have also enjoyed increased brand awareness thanks to their World Cup campaigns. The YouGov BrandIndex findings highlight an ongoing debate on the value of working with FIFA as an official sponsor. Marketing Magazine recently shared that many US consumers incorrectly believe many brands including Pepsi are official sponsors. In this case, guerrilla marketing has been extremely effective for many brands even though they are barred from using the World Cup and FIFA logos and names in their marketing materials. Through partnerships with top soccer stars brands are able to allude to the World Cup without actually mentioning it; allowing the brands to take advantage of this major global sporting event without the huge price tag of an official sponsorship.