July 22nd, 2010 
admin 
The FIFA quadrennial tournament — the World Cup – is an event that attract attention of billions of people (read potential customers) worldwide and this is evident from the fact that global advertisers do not want to leave any available opportunity, small or big, to make the most from the most followed sports in the globe.
The FIFA World Cup, which showcases 90 minutes of high octane action with every match, is one of the best opportunities before businesses to promote their products and services and advertisers do not complain as they get results beyond expectations while investing in marketing campaigns during the World Cup.
From Economictimes.indiatimes.com:
One doesn’t know if it is the love for the game of football or an attempt to play away from the herd, that’s got Nadia Chauhan, joint MD of Parle Agro to be tightfisted on IPL but park an impressive Rs 10 crore as marketing monies on FIFA World Cup? “Did you know that ninety-four brands advertised during the IPL? But only the top three advertisers in the IPL receive any kind of value from their expenditure. For everyone else, it’s really not worth it,” she says.
One will have to wait for the end of the month long spectacle when excel sheets are evaluated to understand if swimming against the tide has helped the company’s brands like Frooti, Appy and LMN. For now, Chauhan is confident about her decision to not jump on the cricket sponsorship bandwagon and instead use football and the World Cup as the platform.
With global advertising spending expected to touch a staggering figure of Rs. 6000 crores and audience of more than 3 billion, there is no reason for advertisers to complain.
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