EVENT AND SPONSORSHIP

FIFA WORLD CUP BRAZIL 2014

1.0 Background of the Event

The Fdration Internationale de Football Association (FIFA) is an association governed by

Swiss law founded in 1904 and based in Zurich. It has 209 member associations and its goal,
enshrined in its Statutes, is the constant improvement of football. This organization that was
established to regulate and organize football, was named FIFA (Fdration Internationale de
Football Association), and has been established on May 21 1904. FIFA was located in Paris
and Robert Gurin from France was elected as the first FIFA president
In 1914 FIFA agreed to perceive the Olympics football tournament as a world championship
for amateurs and organised the tournament for the 1920 Olympics. The first official
competition was won by Belgium, and Uruguay was the tournament winner of both the 1924
and 1928 Olympics.
Daniel Burley Woolfalls presidency ended with his death in 1918. Although Jules Rimet was
involved in establishing FIFA, only in the year 1921 he became the 3rd president of FIFA. He
was president for 33 years, FIFAs longest serving president so far. Although FIFA organized
the Olympic football games of 1920, 1924 and 1928 successfully, the desire to stage an
independent international football tournament was still there.
In 1974 Sir Stanley Rous wasnt re-elected since he was defeated by Joo Havelange from
Brazil. Havelange became the 7th FIFA president in 1974 and the first non-European to hold
this position since FIFA was founded in 1904. He laid the foundation for the World Cup to
become the most lucrative and biggest sport event ever. Havelange arranged for financial
support of both Adidas and Coca-Cola as primary sponsors of the FIFA tournaments.
Adidas is FIFAs sponsor since 1970 and Coca-Cola officially since 1978. FIFA and CocaCola did already have a formal association since 1974. Since 1950 Coca-Cola also have
stadium advertising at every World Cup. The revenue from these sponsors was used for new
FIFA tournaments, building a new international headquarters in Zrich, appointing a full-time
staff with at least 10 times more staff members than the then current 12 members,
and funding infrastructure development for developing member countries.

2.0 FIFA WORLD CUP 2014

FIFA World Cup 2014 was the 20th FIFA World Cup, the quadrennial world championship
for men's national football teams organized by FIFA. It took place in Brazil from 12 June to
13 July 2014, after the country was awarded the hosting rights in 2007. It was the second
time that Brazil staged the competition (the first was in 1950), and the fifth time that it was
held in South America.
Thirty-one national teams advanced through qualification competitions to join the host nation
in the final tournament. A total of 64 matches were played in 12 venues located in as many
host cities across Brazil. For the first time at a World Cup finals, match officials used goalline technology, as well as vanishing foam for free kicks.

The figure shows the number of venues during the FIFA 2014

3.0 Audience Summary

More than one billion fans tuned in to watch the final of the 2014 FIFA World Cup Brazil,
with the competition reaching a global in-home television audience of 3.2 billion people,
according to final figures from FIFA and Kantar Media. An estimated 280 million people
around the world watched matches online or on a mobile device, in a sign that more and more
fans are embracing new technology for sports content. The 2014 FIFA World Cup broke
several TV audience records in key international markets, including the United States and
Germany.
The final between Argentina and eventual champions Germany attracted an in-home audience
of 695 million, up by 12 per cent on the 2010 final for viewers watching for 20 minutes or
more. The total audience for the final, including in-home and out-of-home figures for viewers
watching for at least one minute, hit 1.013 billion. The impressive figures are a result of
intense global interest in Brazils second hosting of the competition, and were achieved even
though many matches were broadcast during the night and early hours of the morning in Asia,
which is home to nearly two-thirds of the worlds population.

To establish the global audience reach of the event, official measured audience reach statistics
were collected from 25 markets within this report. For the purposes of defining the audience
reach below, viewers had to have watched a minimum of 20 consecutive minutes of 2014
FIFA World Cup Brazil TM coverage.

The diagram shows audience reached by territory.

To calculate the global reach of the event, a ratio was calculated taking in to account live
average and peak audiences in each market, the universe of channels in each market and the
reach in each of the measured markets. This ratio was then used to extrapolate across all
markets in the corresponding regions.

Global reach by region

4.0 FIFA 2014 Sponsorship

The FIFA World Cup is the most effective international marketing platform, reaching
millions of people in over 200 countries throughout the world. Football is the worlds
favourite sport, played by more than 240 million players in 1.4 million teams and 300,000
clubs across the world. The FIFA World Cup reaches an audience of a size and diversity
that is unrivalled by any other single-sport body. Due to that, FIFA have been the most sought
after places for many established brands to advertise their products.
In this context, FIFA basically have three types of sponsorship that have been offered to the
potential sponsors. There are FIFA Partners, FIFA Sponsors and FIFA national supporters.
Each of this type of sponsors received different kind of advantages.

The figure above shows list of sponsors for FIFA 2014

4.1 FIFA Partners

Basically FIFA Partners are the top sponsorship programme offered by FIFA. Adidas and
Coca-Cola are example of the earliest brand to cooperate with FIFA to advertise their product.
The advantages of being the top sponsors are they have the right to associate their campaign
or advertisement with FIFA and also on-site activation during the event. It was estimated
around 25-50 million dollars paid by these company yearly in order to stick with the FIFA.

Coca-Cola
Coca-Cola have been an official sponsor for non-alcoholic beverage. Coca-Cola have been
one of the earliest sponsor of the FIFA World Cup since 1978, and is under contract until
2022. In addition to developing digital films celebrating the power of soccer to deliver
happiness, Coca-Cola is focusing on four World Cup activation platforms to promote its The
Worlds Cup campaign: FIFA World Cup Trophy Tour by Coca-Cola, the World Is Ours
music anthem, Coca-Cola Happiness Flag and a mini bottles worldwide promotion.
According to Coke this is the largest marketing program in the history of The Coca-Cola
Company.

Promotions
FIFA World Cup Trophy Tour by Coca-Cola
The 92,000-mile global tour of the World Cup trophy travelled to 89 countries, beginning in
Sao Paulo last September. In April, the tours final leg took it to Brazils 27 capital cities.
Consumers could win free tickets to tour events through various promotions. On site, fans
had the chance to have a souvenir photo taken with the trophy, view a special hologram
animation showcasing memorable World Cup moments and participate in other interactive
attractions.
Mini Bottles
In Brazil, Coke produced a limited-edition collectors series of 20 mini bottles, 18 of which
feature the flags of countries that have hosted the World Cup, plus two special Coca-Cola
editions. Six million bottles were sold.
Coca-Colas numerous Brazilian promotions also included inviting consumers to help choose
the name of the 2014 FIFA World Cup mascot, and to donate empty plastic bottles that were
used to create seats in Rio's Maracana Stadium. A ticket promotion offered the chance to
attend a World Cup match with 100 friends.
On Site Activation/Presence
The soft drink giant has a four-story Casa Coca-Cola near Rios Maracana stadium. The
facility houses the Coca-Cola.fm studio, rooftop deck, gift shop and a virtual reality
experience that allows fans to play in an animated soccer match.
Digital/Social leveraging
Coke released a two-minute digital film online in April titled One World, One Game.
Created by ad agency Wieden & Kennedy Sao Paulo, the film tells the stories of four football
teams from around the world and shows members of each team being surprised with tickets
to attend the World Cup and carry in the national flags of Germany and Portugal for their
match on June 16.

Coca-Cola Campaign for FIFA World Cup 2014

Adidas
Adidas are one of the top sponsor and FIFA partners for World Cup 2014. They have been an
official sports equipment sponsors since 1970 and its partnership currently extended to 2030.
Digital/Social leveraging
Adidas has launched an #allin campaign on Twitter. It also has given its official soccer ball
the Brazucaits own Twitter handle (@brazuca), which has garnered over 139,000
followers.
The Adidas Football YouTube channel (350,000 subscribers) is host to numerous videos
showcasing endorser Lionel Messi, the new Battle Pack cleats launched in conjunction with
World Cup and additional content. One video series consists of footage from cameras inserted
into a Brazuca ball that was sent on a global journey.
On Site Activation/Presence
Seeing Brazil as a hub for new design ideas and global trends, in October 2012 Adidas
opened a Creation Center in Sao Paulo, designed to enable us to leverage the commercial
opportunities resulting from Brazils trendsetter position for all of our sub brands.
Adidas staged a 3D light projection show in Rio de Janeiro as part of the Brazuca ball launch
in December. The event also featured many soccer stars and VIP guests. Adidas gave away
free balls to Brazilian newborns born the day of the launch.
Athlete Partnership
Adidas sponsored athletes include Lionel Messi, Xavi, Dani Alves, Daniele De Rossi, Gareth
Bale, Arjen Robben, Robin Van Persie, Mezut Ozil, Bastian Schweinsteiger, Xabi Alonso,
Frank Lampard, Shinji Kagawa, Fernando Torres, and Kaka.

Adidas official poster during the FIFA World Cup campaign

4.2 FIFA Sponsors

FIFA Sponsors are the second categories of sponsorship offered by FIFA to the sponsors.
FIFA Sponsors also have the rights to associate themselves with the event but they are limited
to certain restrictions. However, this categories also offered a wide coverage of audience and
also one of the best event to market their products and improvise brand image. It was
estimated about 15-20 million dollars are paid by these sponsors yearly to maintain their
sponsorship contract with FIFA organizer.

McDonalds
McDonalds have been an official restaurant for FIFA World Cup more than past few decades.
However, during the 2014 McDonalds is prioritizing digital leveraging over TV advertising,
developing an augmented reality game to connect with younger consumers. This is because,
in advancement of technologies, this younger generations are more attracted and interested
with mobile apps or digital media.
Digital/Social leveraging
At the heart of McDonalds World Cup activation is its Gol! program, which replaces the
chains iconic red French fries packaging with 12 World Cup-themed designs from street
artists. Each design activates an augmented reality app when scanned, launching a virtual
trick shot challenge. The box itself appears as a goal, and players can use other real objects to
deflect their finger-swipe shots into the goal. Players can share their results on social media
and McDonalds is keeping a running tally of each countrys overall performance.
On site Activation/ Presence
As it has done at each World Cup tournament since 2002, McDonalds will again conduct its
Player Escort Program, providing 1,408 children ages 6 to 10 from 69 countries the
opportunity to walk hand-in-hand onto the pitch with players.

Mobile app of McDonalds for FIFA 2014

Budweiser
Budweiser have been one of the official beer sponsors for FIFA World Cup 2014. Budweiser
has embraced digital media for its 2014 World Cup activation, developing a significant
amount of video content in addition to traditional retail promotions and advertising in
multiple countries around the world.
Digital/Social leveraging
Budweiser has built a significant digital presence behind its World Cup sponsorship,
centralizing its content in a dedicated site. Through the microsite, users can access two Rise
As One video series. For the Historic series spotlighting soccers positive global impact,
Bud partnered with Fox Sports on six videos, while the Modern Day series covering soccer
as a force for change in communities around the world was produced in conjunction with
Vice.
As it has done for previous World Cup tournaments, Budweiser will sponsor Man of the
Match voting for each World Cup game. For 2014, in addition to voting on FIFA.com, the
program will feature an all-new Twitter voting mechanism. Users who tap the
#ManoftheMatch Tweet from @FIFAcom, either online or from their mobile device, will see
a custom Twitter Card featuring side-by-side player photos they can select to vote. Tapping
one of the photos automatically generates a tweet with the selection. Voting will be available
in six languages: English, Spanish, Portuguese, French, German and Arabic.
On Site Activation/ Presence
As its Bud Light brand has done in recent NFL Super Bowl cities, A-B InBev has converted
an existing property in Rio into the Budweiser Hotel for the duration of the World Cup. The
brand will host special events, including concerts and rooftop pool parties, often in
conjunction with partners, including Vice, UFC, EA Sports and Playboy.
Promotions
Budweiser will release limited-edition gold aluminum bottles resembling the World Cup
Trophy in 40 countries. Budweiser will have TV and out-of-home ad campaigns in many
countries, as well as customized local market activations in-store and online. The global Bud
campaign will be augmented in some countries with promotions on behalf of other AB-InBev
brands, such as Brahma in Brazil and Harbin in China.

Budweiser Campaign for FIFA World Cup 2014

4.3 FIFA National Supporters

FIFA National Supporters are the sponsors which from Brazil itself. Most of these sponsors
are the established brand in Brazil. The total sponsorship of these companies during the FIFA
World Cup was estimated about 170 million dollars. These sponsors also received many
benefits however the coverage is only limited to Brazil only and not worldwide like other top
sponsors. These sponsors also plays a role in promoting the visitors from across the country
and Europe to come and watch FIFA for live. In this context, they offered a competition and
give away the match tickets and also the final match tickets to the winners.

Apex-Brasil
The Brazilian Export and Investment Promotion Agency, Apex-Brasil, welcomed visitors
from across the globe and introduced them to the Host Country behind the 2014 FIFA World
Cup. The National Supporter partnered with more than 700 companies and sector
organisations to bring 2,346 international buyers, investors and opinion leaders to Brazil.
Apex-Brasil gave international business visitors a chance to experience "Brasil Beyond
Football ", immersing them in all the nation has to offer. The relationships that developed will
attract foreign investment and trade, while promoting Brazil to the world for years to come as
an innovative, sustainable and competitive market.
To further integrate their programme with guests, the visually engaging "Brasil Beyond
Football " brand concept was used within every aspect of the tournament, including their
Hospitality Village and Commercial Display areas in select stadiums. Meanwhile, on social
media #BRASILBEYOND was used to spread the conversation with national and
international audiences.
Apex-Brasil's work at the 2014 FIFA World Cup generated about USD 6 Billion in exports
and foreign investments, exceeding its results at the FIFA Confederations Cup Brazil 2013,
which generated about USD 3 Billion in exports and foreign investments.

Centauro
Centauro, which signed on as a National Supporter more than a full year prior to the event,
was founded in 1981 and is the largest chain of sporting goods retailers in Latin America,
with a large e-commerce presence online and 230 stores in almost every state in Brazil. Part
of the SBF Group, Centauro was also a National Supporter for the FIFA Confederations Cup
Brazil 2013.
For the 2014 FIFA World Cup, Centauro held a draw to give away 200 tickets for the
opening match in So Paulo. More draws were held to give away 2,000 tickets for other
matches and, incredibly, 100 tickets for the final between Argentina and Germany in the
famous Maracan. The group invests in sponsoring events in different modalities, such as
football, tennis, street running and is known for its high-profile sponsorship agreements with
the Copa do Brasil, among others.

References
2014 FIFA World Cup Brazil. Television Audience Report. Retrieved from
http://resources.fifa.com/mm/document/affederation/tv/02/74/55/57/2014fwcbraziltva
udiencereport(draft5)(issuedate14.12.15)_neutral.pdf
No author.(2014). 2014 World Cup final attracted 1.01 billion viewers, FIFA says. Retrieved
from http://www.espnfc.com/fifa-world-cup/story/2759180/fifa-reports-101-billionviewers-for-2014-world-cup-final
FIFA Official Website. Retrieved from http://www.fifa.com/about-fifa/marketing/
Wilson,J.,Winter,H.(2014). Lionel Messi says Golden Ball award means 'nothing' after
Germany kill Argentina's World Cup dream. The Telegraph. Retrieved from
http://www.telegraph.co.uk/sport/football/players/lionel-messi/10967215/LionelMessi-says-Golden-Ball-award-means-nothing-after-Germany-kill-Argentinas-WorldCup-dream.html