Marketing and 2010 South Africa World Cup

Marketing and 2010 South Africa World Cup

Lecturer : Polly Pallister

Department : Sports Marketing

Name : Joon Seok Nam

Course : Pre - Sesssional English Course

Marketing and 2010 South Africa World Cup

Introduction

Every year, big sport events bring the country into the world focus. Global people are always excited about the world sports festival. The Federation Internationale de Football Association (FIFA) as an organizer of the world cup permits the right to marketing and advertising. Especially, 2010 world cup in the global sports festival, the world’s attention was focused on sports fans. The World cup is one of the most popular sports events in the world with Formula One, Olympic competitions. Even most of the broadcasting companies pay enormous amounts of money. Global companies were provided marketing opportunities through the World cup and all marketing capabilities. Every year, tens of billions of people watch around the world. Major sports events are an important chance to increase awareness and generate new customers.

The exclusive marketing activities, especially the World Cup official sponsors are guaranteed to receive 10 to 20 times the investment. Especially, South Africa World Cup shows different aspects such as the rapid development of IT technology marketing content and communications channels. Major global companies showed the latest marketing techniques that campaigns and promotions used through social media.

Therefore, many official sponsors try to maintain partnerships. For these reasons, many companies will try not to miss major sporting events. However, all companies in the global sponsorship of the festival cannot make it. To become an official sponsor they must compete. Consequently, a new marketing technique which is called “ambush marketing” began to emerge. Common synonyms are “guerrilla marketing” or “parasite marketing”. (Dr. Andre Soldner) These ambushers’ goal is to convince people that World Cup or the big...