FIFA 2010 World Cup

Alright, I know this is ancient history, especially given that the match has been over for months now, but after an International Marketing class of mine today - I couldn't help digging up the past and venting a bit.  We'll get to that in a minute.

Today, we started discussing FIFA and how they're marketing for the event...pretty interesting stuff if you're into marketing...or FIFA.  Basically, they're relying heavily upon mobile-marketing and social networking sites to establish a personal connection with fans and potential consumers.  Which is pretty amazing when you think of the online phenomenons that Facebook, Twitter, and MySpace have become over the recent years.   

One problem: there is a multitude of ambush marketers that are jumping on the FIFA pseudo-sponsorship bandwagon.  For those who don't know what ambush marketing is, it's basically associating yourself with a product (or in this case an event) with out shelling out the money for the endorsement. 

Adidas, Coca-Cola, Emirates, Kia/Hyundai, Sony and Visa, FIFA partners for the 2010 World Cup, have all been on the receiving end of ambush marketing by their traditional rivals. Nike, Pepsi and American Express have been very prominent in the past as a result of their creative ambushing tactics. As a result of these often widely publicised exploits, one has to ask whether the enormous sponsorships payable by the official partners have given them any better exposure than the ambush marketers. It is almost an industry fact that Nike does not want to become “official”, probably because of the aggressive and very successful ambush marketing campaigns it has had in the past.

As with Nike ambushing Converse in the 1984 Summer Olympics in Los Angeles, American Express ambushing Visa in Barcelona in 1992, Nike ambushing Umbro in UEFA Euro in 1996, Bavaria Brewery ambushing Budweiser in the 2006 FIFA World Cup in Germany or Pepsico ambushing Coca-Cola in the 2008 Olympics in Beijing, the 2010 FIFA World Cup in South Africa will be no different. However, the time has long gone for blatant and unimaginative latching onto such mega-events by ambush marketers. One only has to consider what FIFA has put into place from a legislative point of view to protect its partners, sponsors and supporters, to realise that the casual, unsophisticated ambush marketer is in for a rough ride.  (Du Toit)

Until recently, I had no idea this actually went on.  It seems a bit catty and below the belt, in my opinion.  However, there is an estimated 2.6 billion viewers...yes, I did say BILLION...so I can see the desire to advertise during such an event, but when did we get to the point where business is conducted in an unprofessional manner?  Oh well, I guess global marketing isn't for the fainthearted anyway.

Okay, now on to what really grinds my gears.  There are 32 qualified teams competing in the World Cup.  That's just fine and dandy, except for one thing:



Yep.  The Irish just came out in me...again.  What the HELL were those referees thinking?  Oh, wait, they weren't.  A blind man could see that Henry f-ing palmed the ball.

If the match had been handled fairly, I wouldn't have anything to complain about.  Had the point been revoked and the game continued and France had still managed to win, then they would deserve their place among the 32 qualifiers...but the fact remains: they don't deserve it at all.  Ireland has been denied a rematch and an unprecedented 33rd spot in the World Cup.  Since they won't have another opportunity to qualify until the next tournament...I hope France gets CREAMED.  Thankfully they're in Group A along with South Africa, Mexico, and Uruguay...my wish will soon come true.

I'm going to root for the USA, well, because I kind of have to now.  I could go for Germany or the Netherlands to cheer for my roots, but without Ireland in the mix my ancestral fervor seems to have diminished.  I'm liking Brazil, though.  Group G is looking pretty impressive, and definitely will have one of the top contenders.  I wouldn't mind a Brazil - South Africa match up, that would be one hell of a game.

Okay, my FIFA rant is pretty much complete.  By the way, I held back a TON of French slurs, and I'm very proud of myself...but from June, 11 to July, 11, I WILL be intoxicated most, if not all, of the World Cup...and I can't be held responsible to hold my tongue any longer.  So, yeah...

Du Toit, Mike. "FIFA World Cup 2010 -€“ Ambush Marketing or Pseudo Sponsorship?" Lexology. N.p., n.d. Web. 14 Apr. 2010.