FIFA statistics show that the 2014 FIFA World Cup held in Brazil reached 3.2 billion people; from this, an estimated 280 million people watched the matches online or on a mobile device, showing the increasing adoption of technology for sports contents. With these numbers, not only did the Players grow their brand during the tournament, several companies leveraged on its huge viewership and interest to grow and sustain their brands. Here are some helpful ways to plug-in: 

  1. Know the do’s and don’ts of the 2018 FIFA World Cup: It is important that while promoting products and services during this period, businesses seeking to utilise the opportunities presented for growth and publicity by this event, do not default in observing rules attached to advertising and promotional contents that can be created, posted and, or published. This is covered by the Media and Marketing Regulations for the Final Competition of the 2018 FIFA World Cup Russia FIFA Media & Marketing Regulations 2018 
  2. Utilise the popular hashtags: Don’t just stick to the official #WorldCup hashtag. Look out for the unofficial hashtags for each game (for example, #NIGvsENG). 
  3. Engage your audience by sending them links, and otherwise alerting them when important matches are on. 
  4. Make use of fun and exciting creatives to keep your audience occupied. 
  5. Utilise social media. For example, in 2014, ITV, a television station in the UK invited people to show their #goalface on Twitter and Instagram using the hashtag and their Twitter handle. 
  6. Digital Advertising: Though digital advertising may incur expenses, it is still a very effective way to target millions through the FIFA World Cup. It is the perfect moment to target million of people who will be following the events online via sponsored posts, promoted tweets and display ads. 
  7. If you have any concerns about your marketing plans, discuss with your legal department.