FUTURE INSTITUTE OF ENGINEERING AND MANAGEMENT

CC – 294
UNDER
MAKAUT, WB

EVENT MARKETING IN THE CONTEXT OF FIFA 2022 QATAR WORLD CUP

CONTINUOUS ASSESSMENT#1

SALES & DISTRIBUTION MANAGEMENT

BBA 402

PRESENTED BY,
SOUPTIK GAYEN
29405021020

BACHELOR OF BUSINESS ADMINISTRATION

SEMESTER 4
FIFA WORLD CUP AND MASSIVE
MARKETING OPPURTUNITY :
• The FIFA World Cup™ is the most effective
international marketing platform, reaching
millions of people in over 200 countries
throughout the world.
It's all over. The trophies have been handed
over, GOAT discussions has finally been settled
(or not), the metro men can finally rest... A lot
has been said and analysed about Qatar 2022, but
ambush marketing has stayed mostly under the
radar this time around.
 EVENT MARKETING IN THE CONTEXT OF
FIFA WORLD CUP 2O22 :
• In the ever-evolving branding arena, be it a local enterprise or a global behemoth, almost every business
focuses on enhanced marketing during significant events like the World Cup by connecting with the Gen Z
audience utilizing advanced technology.
• If one looks at all the advertisements in cyberspace and on physical billboards, marketers have taken a
particular liking to events like the FIFA World Cup, as it is one of the most significant sporting events on
earth.
• Any marketing activity would get traction from prospects, target audiences, and customers. It can be seen that
football audiences are big consumers who are approachable to a great extent and are open to new experiences.
• During events such as the FIFA World Cup, where loyal fans of the game become inclined towards
businesses, it is easier to gain loyal fans of the brand.
• The World Cup is one sporting event watched by people across the globe, with a worldwide viewership of 3.5
billion. Marketers and companies focus on marketing successfully during the World Cup, as football viewers
are highly engaged throughout the game.
• Check out the best world cup marketing campaigns done by global brands during the FIFA world cup.
 WORLD CUP MARKETING CAMPAIGN DONE BY SOME
GLOBAL BRANDS :

• 1. Visa and Crypto.com

• Crypto.com, the cryptocurrency platform partner for the FIFA World Cup,
which is focused on engaging fans and providing them with a unique
experience of the games, collaborated with Visa for an enhanced digital
experience.
• Fans of football have the opportunity to place bids on five NFT digital
artworks that were produced by XK Studios with the assistance of AI
algorithms and were inspired by the goals scored by renowned football
players as part of Visa’s Masters of Movement auction.
• The successful bidders will have their NFT delivered to the wallets they have
created on Crypto.com. Moreover, during the month-long FIFA Fan Festival
in Doha, football fans will have the opportunity to create a unique piece of
NFT artwork based on their own individual football moves.
• Participants will be given the opportunity to stand on a one-of-a-kind digital
LED pitch while striking various football stances that will later be
incorporated into a one-of-a-kind NFT keepsake.
• It is one of the best examples of interactive technology providing high-
2. Fox sports
• The high-quality commercials developed by the FOX soccer channel can
be considered one of the best world cup marketing campaigns during the
FIFA world cup.

• The FOX Soccer channel is currently airing humorous commercials with

the actor Jon Hamm. It is always entertaining to watch Hamm perform
for the cameras.

• He poses as Santa Claus, who now has to compete for people’s attention
with the largest sporting event in the world.

• These advertisements have a lot of laughs, are entertaining to watch, and

in some mysterious way get you in the mood to party it up on both fronts.

• The strategies and techniques utilized in such advertising mechanisms

help improve marketing, providing a clear idea of business functions to
football fans and customers.
3. Kia
• The official mobility partner of the FIFA World Cup is Kia, which is going with a multi-
faceted campaign that promotes global marketing with the involvement of various people
across the globe.
• The social media campaigns based on Kia encourage more people to create quality content and
share the same to show their interest in their team.
• The word “Inspiration” serves as the overall campaign concept, and the brand reminds us that
for billions of people all around the world, football is about much more than just a sport.
• Every four years, the Games motivate all of us to achieve more of our potential. People are
encouraged to produce and share content on social media using the hashtag
#KiaInspireTogether, which shows their enthusiasm for the team that they support. Kia will
select the content that is deemed to be of the highest quality and put it into videos that will be
played on electronic boards throughout the stadiums.
• Moreover, Kia is also spreading awareness about the personal experiences and aspirations of
the sixty-four children who are serving as Official Match Ball Carriers at the World Cup.
• During the course of the games, a fleet of almost 500 passenger cars, buses, and electric
vehicles owned and operated by Kia will be used to transport the players, officials, and staff.
• Kia is focused on promoting various events where the best content is chosen and incorporated
 4. Frito-Lay's
• Frito-Lay’s World Cup campaign is entirely focused on soccer and snacking,
with limited-edition flavours displayed to enhance game celebration.
• It is known for its interactive campaign, where digital advancements and the
latest trends are incorporated based on the evolving techniques in the digital
sector.
• The brand is releasing three limited edition flavors to the North American
market to honour the games. Additionally, the company is also participating in
an interactive marketing campaign, further embracing the digital spirit.
• A unique QR code may be found on the packaging of each of the Lay’s World
Cup-themed product varieties. Customers can take a photo of themselves and
have it shown on a massive digital soccer ball by scanning the code and
registering on the platform.
• People are able to view which team each individual supports by clicking on
any photo in the gallery. The first three hundred and fifty thousand people to
register will each receive a one-of-a-kind artwork created by NFT using their
photo.
• User-generated content (UCG) is the focus of the Frito-World Lay’s Cup
5. Hisense
• Hisense is an electronics and appliance brand with a marketing concept
where exciting prizes and offers are made available for various products
and services.

• The company organized a contest with some fantastic prizes as

incentives. Fans who buy a Hisense product from a retail store or online
and then upload their receipt to a dedicated website are entered into a
drawing for a wide variety of exciting and premium prizes.

• These prizes include tickets to semi-final and group match World Cup
games, 100-inch laser TVs, side-by-side refrigerators, and other
appliances.
Aldi
• One of the essential grocery chains, Aldi, is another
significant brand utilizing the FIFA World Cup for
enhanced marketing.
• Innovative techniques are used along with quality
commercials to make customers and fans utilize the
services effectively.
• As the benefit of companies and customers is
considered equally important, a proper balance is
established to provide the necessary services and
solutions to customers.
 6. HYUNDAI :
• Hyundai is one of the best global brands that has come up with the idea of a
sustainable football jersey as part of the FIFA World Cup 2022, one of the top sporting
events the world has witnessed.
• The brand has started a campaign called “Goal of the Century,” which focuses on the
company’s sustainability goal of becoming carbon neutral by the year 2045.
• Hyundai, an official sponsor of the games, has the goal of inspiring conversations and
ideas revolving around the concept of environmentally sustainable practices, drawing
motivation from the community and passion that football offers.
• This is where the topic of fashion enters the discussion. Hyundai has selected a
number of individuals to serve as ambassadors for “Team Century,” and during the
year 2022, they will be supporting a variety of programmes and projects centred on the
concept of sustainability.
• One such ambassador is the American fashion designer Jeremy Scott, who has created
a more environmentally friendly version of the classic football jersey by fashioning it
out of bottles that have been recycled from other products.
• As such events bring different global partners together for various marketing
collaborations, it becomes easier to balance marketing and circumstances. Hyundai has
been focused on promoting other initiatives and projects based on sustainability,
considering the current digital sector changes.
 CONCLUSION
• In this changing era, various developments can be seen in the digital
sector, where companies have been incorporating different features
into the existing system for enhanced marketing.
• New methods and marketing tools have helped provide the required
services and solutions to customers.
• The World Cup campaigns by different companies utilizing
innovative techniques to provide apt services to customers
considering their interests and needs.