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As we all know, the World Cup is being held in Qatar these days. The second most watched sport event in the world, only surpassed by Olympic games and overcoming by far other sports events like Superbowl, the Rugby Worldcup or the NBA finals. The graph below is useful to understand the magnitude of this event that only happens every 4 years.
Once we understand the magnitude of the World Cup, we can understand why the major brands want to be present in Qatar 2022.
But It´s not that simple, Qatar has been involved in a lot of controversies since the selection as host of the World Cup. Many newspapers, journalists and influencers have criticized this election because it is a country that does not have fundamental rights for women, does not respect the LGBTQ community and more than 6500 people died during the World Cup construction works, apart from not being a country with a great football culture. And this It´s something that Qatar doesn´t want to change because the World Cup ambassador, the Qatari Khalid Salman said “It is a mental deviation that causes damage to the mind.” In reference to homosexuality.
At the beginning this makes many brands think about whether to advertise at this event in order to avoid negative criticism, but finally all major companies are becoming sponsors. The idea of Qatar was cover cost with the sponsors and they get 1.353 million of 23 sponsors (Biggest companies in the world). Now let's go to the ranking of sponsors
TOP 1: Budweiser
Budweiser, is the main brand of Qatar 2022. It is one of the best-known beer companies in USA and in spite of Qatar banned the sale of alcohol during games, Budweiser did not want to miss the World Cup and disbursed a large amount. Budweiser is in charge of awarding the mvp and appear in the big moments. They paid almost 200 million, this is the biggest investment of this company in their history. The budweisser director calls the decision a success.
TOP 2: McDonald´s
The company of fast food criticized the World Cup at the beginning but has ended up being a major sponsor in the end. To celebrate this moment, they decided to launch a special world cup menu with burgers of different countries. They paid too for having and advertisement in the half time of every match with the slogan “let's go to McDonalds?”. In this advertisement appears the most followed person on Tik Tok “Khaby Lame”.
TOP 3: ADIDAS
Adidas wanted to be a main character in Qatar, so they paid 100 million dollars to design the ball of Qatar 2022. The German company won the pulse of his big competitor Nike. Moreover, Adidas designed the T-shirt of the big national teams like Spain, Germany, Argentina or Belgium. So, Adidas has expensive cost for Qatar 2022.
TOP 4: VISA
Other big company, they invested 85 million of dollars. “The World Cup is a great showcase to promote the company's new products to the world”, says Dario Cutin, Visa's vice president of communications in Mexico. They are holding the World cup since South Africa 2010.
TOP 5: Coca Cola
The world's best-known drink did not want to miss this football event. They have been
sponsoring the World Cup since 1974 and for this World Cup they paid 50 million. Despite they are dominating the cola market by far, they want to promote their beverage in view of the changing habits of the world population.
Top 6: NIKE
They made the most viral advertisement for this world cup, gathering big stars in the present like Ronaldo, Mbappé or women's football player Megan Rapinoe with the greatest leyends in the world of football lik Ronaldo Nazario or Ronaldinho. This advertisement was launched in the run-up of each game. This was viral in Social media and they had an incredible ROI. They make the t-shirts of big teams too, like France, Netherlands or Portugal.
This is the top 6 sponsors of the World cup of Qatar 2022. We left out companies that only
paid for broadcasting rights like Fox Sports (400 milion) or Telemundo (600 milion) as they
have nothing to do with marketing and advertising, they simply limit themselves to
broadcasting the matches in the different countries.
I have not considered the sponsoring companies of Qatar either, there is no data or
news about these sponsorships and the ones that are available are not very reliably sourced.
Another interesting fact to consider is that these sponsorships are being investigated
for having inflated prices to reduce costs from Qatar. Therefore, these companies
would probably exceed the ones mentioned above, but I believe that they would have been
more expensive than the ones we have mentioned before, but I believe they would have been
more expensive than the ones mentioned above.
In conclusion, despite all the controversy, absolutely nothing has been changed. All major
companies knew how the World Cup had been set up and how people lived in this country and
yet they have decided to continue and even demanded more money, as in the case of Adidas.
It seems that the executives don't care about anything as long as they get the money.
The sport is something that has always helped people but, in this case, I think it has not been
so.
I also miss the clarity of data about this World Cup, we know nothing, and FIFA has no
intention of disclosing data.
REFERENCES:
(Raudales, 2022)
Raudales, J. (2022, diciembre 3). “Hemos dado un pasito más hacia el objetivo”, dice Leo Messi tras avanzar a cuartos de final con Argentina en Qatar 2022. Diario Diez. https://www.diez.hn/mundial-qatar-2022/leo-messi-argentina-australia-octavos-de-final-mvp-hablo-conferencia-CG11243540
(García, 2022)
García, I. (2022, marzo 20). Eventos deportivos más vistos. 888sport Blog; 888. https://www.888sport.es/blog/eventos-deportivos-audiencia-television
(Qatar 2022: McDonald’s lanza la misma campaña en más de 75 de mercados por primera vez, 2022)
Qatar 2022: McDonald’s lanza la misma campaña en más de 75 de mercados por primera vez. (2022, noviembre 15). Mercado Negro. https://www.mercadonegro.pe/publicidad/qatar-2022-mcdonalds-lanza-la-misma-campana-en-mas-de-75-de-mercados-por-primera-vez/
(Economista, 2022)
Economista, E. (2022, noviembre 18). Empresas pagan 1,353 millones de dólares a la FIFA por publicidad. El Economista. https://www.eleconomista.com.mx/mercados/Empresas-pagan-1353-mdd-a-la-FIFA-por-publicidad-20221118-0012.html
(s/f)
(S/f). Elplural.com. Recuperado el 11 de diciembre de 2022, de https://www.elplural.com/politica/internacional/hablan-aficionados-sobre-mundial-qatar-pelota-se-ha-manchado_301494102
(s/f)
(S/f). Elplural.com. Recuperado el 11 de diciembre de 2022, de https://www.elplural.com/politica/internacional/hablan-aficionados-sobre-mundial-qatar-pelota-se-ha-manchado_301494102
(Herrera, 2022)
Herrera, G. (2022, noviembre 16). Nike lanza increíble comercial previo a Qatar 2022. Marca. https://www.marca.com/claro-mx/futbol/mundial/2022/11/16/63755f65e2704e43188b459d.html
Comentarios
I also think that it is a shame that Qatar is the venue for this 2022 World Cup, Qatar has been involved in a lot of controversies about its culture and human rights. I thought that many companies would refuse to sponsor said sporting event but on second thought, it would be a catastrophe for them not to sponsor because they would lose that sponsorship slot for the following World Cups or FIFA events and that would translate into millions in losses. That is why the largest companies in the world such as adidas or McDonald's have continued to sponsor them without releasing any type of statement or action against the World Cup in Qatar.
I am surprised that the first brand to sponsor this event is Budweiser, being a beer brand, which is banned in the country.
I am surprised that of the 6 main brands that sponsor the world, 3 sean brands related to alcoholic products (Budweiser), junk food (McDonald's) and sugary drinks (Coca-Cola). There are only 2 related to sports brands (Adidas and Nike) which is surprising if it is a sports event.
It is surprising that brands like Budweiser (which should be banned in Qatar), are investing that much money in this event. But oh well, I guess money moves anything and everything. Interesting post nonetheless!
On the one hand, I believe that companies obtain a return on investment due to the great worldwide visualization that the soccer world cup obtains as an event,
On the other hand, brands have to be careful due to the bad image that this event is having due to the controversies generated at the humanitarian level in relation to the celebration of the World Cup in Qatar.
The visualization of this event is being really good, but we have to think about what values the user is relating to our brand.