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Why the FIFA World Cup Will Be A Game Changer For Brands Targeting Millennials

In a commoditised space, gaining Top of Mind is the way to win market share. With the FIFA World Cup around the corner, more & more brands are looking to leverage one of the most watched global events with high levels of fan engagement — Brasil 2014 had an in-home audience reach of 3.2 billion. Russia 2018 is expected to have an even higher reach. Brands are looking to reach and engage with a significant millennial audience through co-branding opportunities with national football federations, elite players & top football clubs.

In just the last four weeks, three major partnerships have been announced: - First Neymar became the global brand ambassador for TCL — a top three global television manufacturer.

- Then Messi agreed an endorsement deal with Mengniu Group, a Chinese dairy products manufacturer that will also serve as an official sponsor of this year’s Fifa World Cup. Mengniu has allocated a $300m marketing spend in and around the World Cup!

- Finally, Chinese kitchen appliances manufacturer, Vatti, became an official partner of the French Football Federation (FFF) until February 2019.

All three brands have the rights to use these sports properties’ IP & image rights for branding & marketing purposes. They will look to leverage Neymar, Messi & FFF’s star power, global reach, appeal and visibility to get to the top of the queue in highly commoditised categories.


Such co-branding partnerships have the direct effect of:

- Increasing brand awareness

- Increasing sales

- Transferring the sport property’s attributes to the brand (winner, best, high quality, elite, prestige, etc.)

Is your brand facing challenges in a commoditised space?

Happy to discuss in detail how co-branding partnerships can be brought to life and help you change your brand’s future.


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