The world cup is a global event, because football has given birth to a lot of economic benefits. So what brands sponsored the 2018 World Cup event? There is no brand sponsorship in China? Let's get to know with Xiaobian.
What are the sponsors of 2018 Russia world cup
In May 2018, 15 sponsors and partners were listed on the official website of Russia world cup
Including 7 FIFA partners (Adidas, Coca Cola, Wanda, Gazprom, Hyundai Kia, Qatar Airways, visa)
Five sponsors of 2018 Russia world cup (Budweiser, Hisense, McDonald's, Mengniu, vivo)
And 3 regional sponsors / national sponsors (FIFA Fair play, Yadi, FIFA. Com).
What can be seen is that FIFA has put its FIFA Fair Competition and fifa.com in the position of sponsors, which shows the difficulty of attracting investment from regional sponsors of this world cup.
On April 23, FIFA confirmed that Alrosa, the Russian diamond miner, became the European Regional sponsor of the 2018 World Cup. In addition to the three local brands, alpha bank, rostelecom and Russian railway company, the four seats of the European Regional sponsors were fully booked.
However, according to FIFA's sponsorship plan for the 2018 and 2022 World Cup, Russia plans to recruit 6 to 8 FIFA global partners, 6 to 8 World Cup sponsors, and up to 20 regional sponsors in five regions (up to 4 in each region). That is to say, in addition to four European Regional sponsors and one Asian regional sponsor, North America and Central America, South America, Africa and the Middle East, as well as the remaining 15 regional sponsors in Asia are still vacant.
In terms of World Cup sponsorship, opportunities and challenges coexist. According to Stephen Lacey, founder of SLS insight and planning, Russia is home to 185 ethnic minorities, so it is a bridge for brands to enter into multi culture and reach the global audience, and people's enthusiasm for football is also an important opportunity for brands to market themselves.
According to a global Web index survey of more than 80000 people, 47% of the world's online viewers will watch the World Cup online or on TV. That's 65% in Latin America, compared with 23% in North America. In Europe, only 25% of online people watch the Premier League, but 47% watch the world cup.
Due to the influence of time zone, about 40% of the world's population was at midnight at the time of 2018 Russia world cup. This means that in terms of fans' organization and content consumption, different parts of the world will present their own characteristics. But fortunately, the presence of social media has narrowed the gap as much as possible.
The most obvious point is that young people usually watch the best part of the game through social media platforms, rather than sitting in front of the TV watching the whole game. The thinking left to the brand makers is how to allocate the channels of information publicity and maximize the degree of Baoguang of the sponsors.
YouTube is the most popular social media platform among people planning to watch the world cup, followed by Facebook, instagram, WhatsApp, Facebook messenger and twitter, according to research by global Web index. However, this platform preference is greatly influenced by regional factors. For example, in China, consumers prefer wechat, Youku, Sina Weibo and other news app platforms to obtain World Cup information.