Opportunities for Promotion: FIFA World Cup 2018 in Russia
The FIFA World Cup 2018 is an exceptional sporting extravaganza of global proportions. Held in Russia, this prestigious event has successfully enticed numerous multinational companies to showcase their products and services through advertisements. It’s no surprise that these companies are keen to participate, given the immense magnitude of such events. Advertising during the World Cup proves to be highly effective, delivering the desired outcomes anticipated by advertisers.
Looking to streamline your advertisement strategy for the FIFA 2018 in Russia? Wondering which tools will help you achieve your objectives? Before embarking on an advertising campaign during a sports event in Russia, there are crucial details to consider. Understanding these nuances is vital for maximizing the effectiveness of your ads. Discover valuable insights in the article crafted by Quarter Billion Agency Group, guiding you on advertising your company’s goods and services during the FIFA 2018.
FIFA 2018 Official Partners and Sponsors
A select group of companies have earned the privilege to utilize the FIFA 2018 brand marks. Their official status is recognized as follows:
- Partners, benefiting from comprehensive advertising and marketing rights throughout all sponsored events. In 2018, these esteemed companies include Adidas, Hyundai/Kia, Coca-Cola, VISA, Gazprom, Qatar Airways, and Wanda Group, a Chinese conglomerate making its debut as FIFA’s official partner.
- Sponsors, possessing brand mark rights limited to specific events. The companies holding this distinction at FIFA 2018 are Bud, MacDonald’s, Hisense, and Vivo, a new Chinese sponsor.
- Regional sponsors, granted official rights to advertise their products and services during the World Cup. This sponsorship format is a fresh addition, with four corporations from each continent sharing sponsorship packages. The complete roster of these sponsors has yet to be finalized. However, it is worth noting that Alfa Bank, a Russian financial institution, has secured advertising rights as the sole Russian bank sponsor.
Official partners or sponsors are granted the privilege to promote their goods and services without the usual restrictions imposed during such events. However, this exclusive opportunity comes at a substantial cost. As a result, official partners and sponsors typically comprise large companies, corporations, and organizations with significant financial resources.
If foreign small and medium-sized businesses wish to organize an advertising campaign at FIFA 2018 in Russia, what options are available to them?
Promoting Goods and Services in Airports and Railway Stations
One strategy involves incorporating advertisements within airports hosting football matches. Sheremetyevo Airport, renowned for its substantial capacity and international passenger traffic, attracts people from various countries. In 2018, Russian cities hosting the matches will witness an influx of football fans worldwide. Many of these enthusiasts will pass through the airports in these cities. Consequently, placing advertisements in airport terminals will effectively reach the target audience, ensuring that a multitude of individuals becomes acquainted with the goods and services offered by different companies.
An alternative approach involves advertising at railway stations located in cities where FIFA 2018 qualifiers will take place. Similar to airports, these railway stations will also witness considerable footfall. It’s worth noting that a majority of these individuals will belong to the middle-income bracket, as rail travel is comparatively more affordable than air transportation. Thus, this advertising option serves as an ideal avenue for foreign companies seeking to specifically target middle-income consumers, raising awareness about their goods and services.
Outdoor Advertising at FIFA 2018
During the FIFA 2018 World Cup in Russia, an excellent opportunity for foreign companies to promote their goods and services arises through outdoor advertising along the routes taken by official delegations to the stadiums hosting the matches. These routes are sure to attract fans and individuals eager to witness this global event. However, there is a known prohibition on non-football-related advertising along these delegation routes.
Nevertheless, this restriction can be overcome by crafting an advertising campaign that is seamlessly linked to football. The experts at Quarter Billion Agency Group, renowned for their expertise in advertising and marketing, can effortlessly establish a connection between any goods or services and the universally captivating world of sports. By making the advertisements “football-themed,” they may be permitted for placement along the routes followed by football teams en route to the stadiums where matches will be held.
FIFA 2018 Advertising: Opportunities for Beverage Manufacturers
Beverage manufacturers have a fantastic chance for advertising at FIFA 2018. Why? Because football matches will be held in Russia from June 14 to July 15, during a period of intense heat. The highest demand will be for refreshing cold soft drinks. As a result, advertisements from these beverage producers will have an instantaneous impact.
However, when it comes to beer advertising, the situation is a bit more complex. We have previously discussed organizing campaigns for non-alcoholic beer and advertising alcoholic drinks with an alcohol content exceeding 5%. In the case of FIFA 2018, the advertising restrictions for beer will be lifted. However, it’s important to note that this permission will apply only to official sponsors of the sports event, and not all beer producers.
Creative Ideas to Promote Goods and Services at FIFA 2018
Here are some innovative concepts to enhance brand promotion:
- Placing advertisements on pleasure yachts and boats cruising along the Moskva River, where the World Cup matches will be broadcasted. This unique setting will capture the attention of football enthusiasts.
- Branding public transportation vehicles such as taxis, subways, and buses that transport football fans to the stadiums where the World Cup matches will be held. Eye-catching designs will ensure maximum visibility.
- Organizing special advertising events, such as promotional campaigns exclusively for football fans who have won tickets through a football club’s official website. Additionally, hosting events centered around modern football, featuring media coverage and renowned football players, can generate excitement and engagement.
FIFA 2018 Brand Marks and Their Usage
All the advertising options mentioned earlier are available for foreign small and medium-sized enterprises to organize their advertising campaigns. However, it’s important to note that the use of FIFA brand marks is exclusively granted to official partners and sponsors of the sports event. This not only includes the FIFA 2018 brand logo but also prohibits:
- Using the names of producers who are not partners or sponsors of the World Football Cup 2018.
- Utilizing a legal entity name that is identical to the name of the sports event itself.
These limitations are just a few examples of the restrictions concerning the usage of FIFA 2018 brand marks. It’s crucial to exercise caution when planning your advertising campaign to ensure compliance with these regulations while effectively promoting your goods and services.
As you have gathered from our article, advertising during FIFA 2018 comes with its unique considerations. Leveraging various advertising channels successfully requires expertise in marketing and a thorough understanding of the associated restrictions and limitations. With the assistance of Quarter Billion Agency Group experts, optimal advertising methods can be selected and an effective campaign targeting the Russian audience can be crafted, ensuring maximum impact during FIFA 2018.