Africa’s economic reset requires moving from ambition to execution
The Africa Commerce Convergence Summit keynote address identified four elements that must converge if the continent is to achieve a meaningful economic reset.
SPORTS MARKETING
World Cup sponsor activity ‘subdued’ as tournament kicks off
By our News Team | 2022
All the traditional big-brand sponsors have taken their place at the 2022 FIFA World Cup, but things are slightly different this time around.
With the 2022 FIFA World Cup kicking off in Qatar on Sunday (20 November), sponsor and brand activity around soccer’s most prestigious tournament still seems a little subdued, according to some marketing industry analysts.
This may not be surprising, given the trepidation in many quarters over host nation Qatar’s human rights record, suggestions of corruption in the process that awarded the World Cup to the tiny Middle Eastern country, and the fact that, for the first time, it is not being held during the Northern Hemisphere summer.
Photo credit: Brewdog
UK-based sports journalist Sam Carp, for example, describes the atmosphere as “a little subdued” and quotes Neil Hopkins, Global Head of Strategy for the M&C Saatchi Sport & Entertainment agency, as saying that most sponsors are “less present”.
“When [the World Cup is] up against Christmas, it means you end up double-counting the amount you’ve got to market. So it’s either eating into your Christmas budget, which is still the most important trading event of the year for just about everybody associated with the World Cup, or you activate less against the World Cup,” Hopkins explained.
In an interview with the Sportspromedia.com website, Hopkins also noted how many brands who have released ads ahead of the tournament have made little reference to its location, choosing instead to focus on the fan experience of watching from afar.
Avoiding mention of Qatar can be a little harder, though, for FIFA’s 14 corporate partners and World Cup sponsors – which include the likes of Coca-Cola, Adidas and McDonald’s.
Big-name brands push on regardless
But many big-name brands are pushing on, regardless, in their efforts to be associated with the famous sporting event that draws billions of TV viewers.
For example, the PepsiCo sports drink brand Gatorade launched a new global campaign featuring current and retired soccer stars Lionel Messi, Roberto Carlos and Robert Pires a week ahead of the start of the World Cup.
A video spot entitled ‘The Next Ninety Minutes’ focuses on how athletes mentally and physically prepare for a challenge. The brand has also released a limited edition of its Gx Bottle, which was co-designed by Messi, who plays for Argentina and French club Paris Saint-Germain.
But some brands have taken an ‘anti-World Cup’ marketing stance. Brewdog, the Scottish brewery and pub chain, embarked on an OOH campaign with billboards that have anti-tournament slogans such as ‘The Beautiful Shame’, ‘Eat, Sleep, Bribe, Football’ and ‘First Russia, then Qatar. Can’t wait for North Korea’.
But Brewdog has also come under fire for its stance, with some people pointing it that its beer is being sold in Qatar and that its pub venues will still show tournament games on TV. For its part, the company says profits from beers sold in Qatar will be donated to charity.
With the tournament only scheduled to end on 18 December, look out for more sponsor intrigue still to come!
Momentum Group appoints chief marketing and communications officer
Vongani Mageza brings more than 20 years’ experience across financial services and FMCG) companies such as FNB and Diageo.
AI and algorithm-led engagement among the challenges facing marketers
AI agents will influence shopping, algorithms will supersede social connections, and the clip economy will change how brands connect.
Absa bank launches pan-African campaign with athlete Eliud Kipchoge
The brand partnership includes a new TV commercial featuring Kipchoge, digital storytelling, wellness initiatives and community programmes.
How traditional trade is being reimagined, but remains ‘traditional’
Modern retail in Africa is still dwarfed by the traditional trade. Marketers who dismiss this relationship-heavy retail model do so at their peril.
How luxury brands become a source of meaningfulness for employees
Research finds brands don’t just sell products. They can also provide employees with stories through which they feel their work is meaningful
Redefining honesty in a crisis: Why truth alone is not enough
Honesty must be demonstrated through transparency, accountability and action – shaping both reputation and future trust following a crisis.
Lesotho bank’s culturally intelligent campaign beats bigger rivals
In the funeral plan category, where most advertisements look like an obituary, Standard Lesotho Bank opted to ‘sell the cow’, not the policy.
AMC magazine brings latest news and insights for Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Global study of marketers and agencies is coming to Kenya for first time
CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Huge African and Caribbean trade potential can be unlocked, study finds
Report says around 80% of Africa’s annual goods export potential to the Caribbean remains untapped.