FIFA World Cup Advertising-A Complete Guide

FIFA Trophy

For all the attention the FIFA World Cup brings, it’s also one of the most profitable sporting events in the world. From selling out match tickets, to adverts during games to merchandise sales, this event goes absolutely insane on how much money it brings in. Let us take a look at the details of advertising during the FIFA World Cup, along with a compilation of past and current FIFA World Cup advertisements.

History of FIFA World Cup Advertising

The FIFA World Cup is currently the most watched and followed sporting event in the world. It was first broadcasted on television in 1954. An estimated 26 billion people watched every match of the 2006 FIFA World Cup overall.

The tournament’s championship game was viewed by 715.1 million people, or nearly a ninth of the world’s population. 300 million people watched the 2006 World Cup draw, which determined how the teams would be divided into groups.

Numerous sponsors, like Coca-Cola, McDonald’s, and Adidas, are drawn to the FIFA World Cup. Being a sponsor has a significant impact on these businesses’ global brands, as well as those of many others. The month-long event often results in a multimillion dollar gain in revenue for the host nation.

Al Rihla FIFA World Cup Football

Benefits of FIFA Advertising

Football Players
Image Source – FIFA

Here is how your brand can benefit from advertising during FIFA:

  • The FIFA World Cup is a major sporting event that attracts billions of viewers and generates billions of dollars in revenue. The FIFA World Cup Qatar 2022 advertising campaign is expected to be the most expensive in history.
  • There are many benefits for companies to advertise during the FIFA World Cup. Some of these benefits include increasing brand awareness, engaging with customers, creating an emotional connection with fans, and boosting sales.
  • Multitaskers are popular among football fans. Some football fans are actively multitasking while others are devoted to their TV or other device while watching the game. 69 percent of football fans are likely to order food delivery, check their email, and play online games while watching, according to Nielsen’s world football study.
  • Football fans are significant consumers. Football fans enjoy shopping, so the World Cup’s scheduling this year is ideal for marketers. The championship takes place in November, which means it coincides closely with Black Friday, Cyber Monday, Cyber Week, and Christmas.
  • Fans who are deeply engaged in the game shop for friends, family, and themselves. According to a global fan survey by the Football Collective, 1 in 3 fans aim to upgrade their home entertainment technology. In the meantime, 40% of football supporters intend to start their Christmas shopping early this year.

What to keep in mind while Advertising for FIFA World Cup 2022 Qatar?

FIFA World Cup Qatar 2022 logo

The rules that are meant to be kept in mind while advertising for FIFA World Cup 2022 in Qatar.

1. Don’t use any images of the stadiums or infrastructure that hasn’t been approved by the Qatar 2022 Supreme Committee.

2. Don’t use any of the official slogans, logos and designs of Qatar 2022 or the Qatar Tourism Authority that have not been approved by the Supreme Committee.

3. Don’t use any third-party content that may imply sponsorship or endorsement of Qatar 2022 by a third party without prior approval from the Supreme Committee, which may be revoked at any time without notice.

4. Don’t copy, reproduce, reverse engineer or modify any part of the website, applications or services without written permission as set in the Terms of Use and Privacy Policy (available at FIFA Qatar 2022)

What are the types of ads to place during the FIFA World Cup 2022?

1. Video pre roll mid roll and post-roll ads.

  • Pre Roll– The word “pre” is used in the name of this type of advertisement since it plays before the video begins to play. If a video you want to watch has a pre-roll advertisement attached to it, the player will first play the pre-roll advertisement before starting to play the video you want to see.
  • Mid roll– Adverts that play in the middle of a video are known as mid-roll ads. The mid-roll advertisement is aired, the video is halted, and then playback is restarted once the mid-roll advertisement has finished or been skipped.
  • Post roll– Advertising that play after a video has finished playing and before the following video begins to play are referred to as post-roll ads.
Video Roll ad for FIFA World Cup

2. Masthead ads on pages native

 On desktop and mobile, the masthead ad is a video unit that sits at the top of the page native.

Masthead Ad for FIFA World Cup

3. In App Banners

In an app’s layout, banner adverts take up space at the top or bottom of the device screen. They remain visible while people use the app and can automatically refresh after a set amount of time.

In App Banners ad for FIFA World Cup

Which sector should advertise in the FIFA World Cup 2022 on Sports Jio Cinema?

Jio Cinema and Sports 18 Advertising

Various industries are using Jio Cinema to advertise the FIFA World Cup 2022 in an effort to reach a large audience that would aid in brand retention and company promotion.

  • Automobiles: Advertisements for the FIFA World Cup 2022 on Jio Cinema will include commercials in automobile firms, but audience numbers for gender are not yet known. Jio Cinema is an appropriate medium to raise brand awareness among a broad target audience because Jio Cinema ads for the FIFA World Cup 2022 do not target viewers based on gender.
  • E-commerce: Jio Cinema has been airing FIFA World Cup 2022 advertising for a while now. Companies will be able to attract sizable TV audiences to Jio Cinema through the FIFA World Cup 2022 and will have developed a fandom of good NCCS audience who want to test their talents and have the luxury of their socioeconomic class to affiliate with these brands. This aids businesses in raising consumer awareness of their brands.
  • FMCG: FMCG firms have previously saved Jio Cinema advertisements for the FIFA World Cup 2022 as a method to update their brand image and launch new products. World Cup of FIFA 2022 on Jio Cinema Urban audiences are targeted by advertisements, and these buyers are willing to spend more money on 
  • Consumer durables: Companies in this industry have seen an increase in OTT Platform ad volumes of 6%. Advertisements for the FIFA World Cup 2022 on Jio Cinema may be excellent for businesses trying to increase brand awareness since they cater to consumers with good NCCS socioeconomic status.

Reasons to advertise during FIFA World Cup 2022 on Sports 18

The FIFA World Cup is the largest sporting event from a viewership perspective, there are a ton of reasons to advertise during the FIFA World Cup 2022, however the most impactful reasons are the ones below:

Advertising to a large audience-Businesses can employ TV commercials during the FIFA World Cup 2022 on Sports 18. FIFA World Cup 2022 on Sports 18 Ads are directed towards a broad audience with no consideration for a particular gender, age, or group.

Strong Precedence-Brands can gain considerable precedence when they advertise on television. Traditional TV channel advertisements can aid in promoting new items, raising brand recognition, and improving brand perception.

Popular Program-As one of the most watched TV programmes in India, FIFA World Cup 2022 on Sports 18 contributes to its popularity and high viewership. Being one of the most popular channels.

Audience Demand-Families are very interested in ads during the FIFA World Cup 2022 on Sports 18, which makes it a suitable choice for companies with a focus on food and beverage, FMCG, or consumer durable products, among other things.

FIFA World Cup Advertising Cost

Mahindra, Amul, Visa, AM/NS India, Intel, and State Bank of India (SBI) are just a few of the ten companies that Viacom18 has secured as sponsors for the competition.

Media executives believe that this year’s FIFA World Cup will generate about Rs 300 crore in advertising revenue. For the FIFA World Cup four years ago, Sony Pictures Networks collected almost Rs 200 crore in advertising revenue, enlisting 15 firms as sponsors. 

Media insiders indicated that Viacom18 is relying on the free service to expand its digital fan base. Given that it has the streaming rights to the Indian Premier League for the 2023–2027 media cycle, the initiative will also aid the broadcaster in determining its long-term digital strategy.

Ad Cost and Details for Jio Cinema

  • Meant for- Reach
  • Type of Ad-Video
  • Lead Time-3 days
  • Time Span of Ad- 1 Day
  • Min. Billing-8,00,000

Execution Details

  • Aspect Ratio-16:9
  • Video Format-MP4

Ad Cost and Details for Sports 18

  • Meant for- Reach
  • Type of Ad-Video
  • Lead Time-3 days
  • Time Span of Ad- 1 day
  • Min. Billing- 500

Target Audience of FIFA World Cup Sports 18

  • Children 12 years and above.
  • “NCCS A” socioeconomic background.
  • Families
  • Premium audience aged 18-50

Who are the Partners of FIFA?

FIFA Partners and FIFA Sponsors
  • Adidas
  • Coca-Cola
  • Wanda
  • Visa
  • Hyundai
  • KIA
  • Qatar Airways
  • Qatar Energy

Who are the Sponsors of FIFA?

  • Mengniu
  • Vivo
  • Byju’s
  • Budweiser
  • McDonald’s
  • Hisense
  • crypto.com
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FIFA World Cup 2022 Groups & Schedule

The FIFA World Cup is the world’s most popular sporting event. This year, it will be held in Qatar. The tournament will take place from 20th November to 18th December 2022.

For all you football fanatics, find below the groups and match schedule for the FIFA World Cup 2022:

FIFA World Cup Qatar 2022 Groups
FIFA World Cup Qatar 2022 Match Schedule
Image Source-FIFA

Iconic FIFA World Cup Advertisements

Adidas ‘Footballitis’ – 2002 World Cup

This Adidas advertisement from 2002 tops the list as our choice for the best Adidas World Cup ad campaign. It owes a debt of appreciation to educational films from the 1970s and 1980s and, unlike some campaigns, makes people grin a little. 

When it comes to the World Cup and football, the German brand has a strong legacy, with the distinctive three-stripe insignia appearing in numerous memorable World Cup matches.

Nike – Risk Everything (The last game)

This animated commercial may come off as silly, but at the same time turns out to be quite captivating.

The ad showcases how originality trumps all, something that resonates with the Nike core values of being ‘authentic’ and being ‘distinctive’.

The title “Risk Everything” is a highlight of the advert, wherein the players leave it all behind, and take on a Herculean task.

South Africa 2010 – Nike ‘Write The Future’

In Nike’s “Write The Future” commercial, a who’s who of the company’s stars portray the outcomes of success and failure. The commercial also has cameos from tennis’s Roger Federer, NBA star Kobe Bryant, actor Gael Garcia Bernal, and even Homer Simpson.

Watch the ad to be amazed.

Carlsberg “Team talk”

In order to boost national support for the England team before the 2010 tournament in South Africa, this Saatchi & Saatchi advertisement for Carlsberg was created.

The advertisement concludes with a shot of a regal lion standing at the top of the tunnel as the players walk up the stairs to the playing area. Despite the passion this advert was made with, England’s 2010 performance was below par.

McDonald’s — “Practice makes perfect”

The ad stars thirteen-year-old Scott Parker (who went on to become a professional footballer) who plays Jimmy, a boy who demonstrates his amazing keep- up skills in the back garden.

To avoid any spoilers, that’s all the description you shall get, watch the ad with sound on.

Fifa World Cup Advertisements 2022

Adidas- Family Reunion

Adidas has released a star-studded commercial to honour the Fifa World Cup and the ability of sport to unite people.

Viewers may see Lionel Messi, Karim Benzema, Achraf Hakimi, Son Heung-Min, Jude Bellingham, Pedro “Pedri” González López, Serge Gnabry, and Stormzy all united under one roof in the television show “Family Reunion.”

Pepsi Max- Nutmeg Royale

Football greats Leo Messi, Paul Pogba, and Ronaldinho participate in an epic encounter with locals in this star-studded Pepsi Max advertisement. The action-packed video has cameos, trick shots, humour, and Fatboy Slim’s cheerful song, “The Rockafeller Skank,” to promote the brand’s new tagline, “Thirsty For More.”

Coca Cola- Shave

Coca-Cola collaborated with renowned barber Mark Maciver and his East London barbershop SliderCuts to offer free haircuts to soccer fans in exchange for publicizing the promises they made to fulfill if their team won the Fifa World Cup. 

People pledged to do things like adopt their favourite player’s middle name, purchase fifty footballs for fans who can’t afford them, and start playing football again.

FOX Sports: “‘Tis the FIFA World Cup”

With a clever commercial that highlights how the 2022 FIFA World Cup falls during the holiday season, FOX Sports joins other well-known companies and “Superfan Santa” Jon Hamm.

VaynerMedia and Budweiser: “The World Is Yours to Take”

In their “The World Is Yours to Take” campaign, VaynerMedia and Budweiser highlight Lionel Messi, Neymar Jr., and Raheem Sterling. This campaign transcends national boundaries and celebrates the global passion of soccer.

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