Instituto de Comunicación Social; Periodismo y Publicidad

Licenciaturas en Comunicación Periodística y en Comunicación Publicitaria e Institucional

Inglés - Nivel 2
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World Cup Brazil - FIFA Bans Beats, Tobacco, But Not Beer? Los Angeles,
CA (PRWEB) July 02, 2014 http://www.prweb.com/releases/2014/06/prweb11977171.htm

Los Angeles based Freedom Laser Therapy finds it intriguing how easily governmental restrictions to protect
the public can be overturned, if enough pressure is applied by powerful corporations whom are backed by
strong corporate sponsors. Craig Nabat, President of Freedom Laser Therapy says, "Brazilians are well-known
for their passion for soccer, though the enthusiasm in the past has gotten quite obsessive. In fact, it's
become so obsessive that it has translated into deaths during games." According to a report by IBN Live,
Brazil has had 42 fan deaths during football matches occurring from 1999-2008. The country's lawmakers
wisely banned alcohol at stadiums 11 years ago in effort to curb game-related violence. According to a
Miami Herald article on June 21, 2014, when Brazil initially bid to host the World Cup, they knew about
FIFA's requirements to sell beer. The country's ban on alcohol was overturned because sponsorship dollars
for the World Cup would soon be funneled in by Budweiser. FIFA, an international sports organization, has
managed to force a country's lawmakers to change its law for its own profits. Thanks to the change,
Budweiser and Brahma beer are being sold on tap at the games. Nabat declares, "Oh and by the way,
proceeds from the games go to FIFA, not the host country Brazil. FIFA is also exempt from taxes in any and
all countries."In addition to unbanning alcohol, USA Today reported on June 18, 2014, FIFA tried to ban
Beats headphones from the World Cup, which were invented by American rapper and music producer Dr.
Dre due to a licensing agreement with rival producer - Sony. Sony has insisted that players remove their
Beats headphones when inside World Cup stadiums for matches or official events. Huffington Post wrote on
June 18th, 2014, Sony even tried to sweeten the ban by sending every player in the World Cup a free set of
its own headphones, just like what Beats had done a year earlier. Though the tactic backfired as the players
seemed to want to continue wearing their Beats headphones, marketing experts are now declaring that the
star players' insistence on wearing their Beats headphones, despite the resistance from FIFA and Sony, will
only increase the brand's appeal to the wider public. Without contributing dollars toward sponsorship of the
World Cup, Beats managed to receive global press coverage. Not bad for Beats. Lastly, The Pan American
Health Organization (PAHO), founded in 1902, is the oldest international public health organization in the
world. Regional Office for the Americas of the World Health Organization (WHO), announced that the 2014
FIFA World Cup in Brazil will be tobacco free. Fans and players at the 2014 games will get to enjoy a 100%
smoke-and tobacco-free environments due to WHO's recommendations. This announcement was made by
FIFA and the Local Organizing Committee (LOC) in Brazil on March 7, 2014. "This decision will mean a
healthier environment for athletes, staff, and soccer fans from Brazil and around the world," said PAHO
Director Dr. Carissa F. Etienne. "It also means that one of the world's most important sporting events will not
be a venue for promoting tobacco use. We commend FIFA for its concern about the health of soccer fans
everywhere." The tobacco ban applies to games in the 12 Brazilian cities that are hosting the 2014 World
Cup. The tobacco ban applies to both indoor and outdoor spaces within the perimeters of each participating
stadium. The ban means no smoking, no tobacco advertising, no sponsorship and no sale of cigarettes or
other tobacco products will be permitted at the World Cup stadiums. FIFA recognizes that tobacco use and
exposure to second-hand smoke are harmful and supports WHO's global efforts with a genuine interest in
promoting health and security. Yet it fails to ban alcohol to minimize risks for fans from all over the world,
because the sponsorship from Budweiser translates into significant profits for the organization.
1. Summarize the main idea of the text in 20-30 words.
2. Answer the following questions in your own words:
a. Was Budweiser’s goal met for 2014 FIFA World Cup in Brazil? Why? Why not?
b. What is meant by “Sony even tried to sweeten the ban”? (SEE QUOTE) How did they achieve that?
c. Was the strategy for tobacco successful? Why? Why not?
3. In a brief paragraph (100 words approx.), express your opinion about this issue.