How to Advertise for the World Cup

As an avid fan and follower, I have loved seeing the growth of American soccer in the last 10 years. This might be attributed to the influx of multicultural sports fans or maybe simply because it is the world’s game.

Every year, more Americans become supporters of the beautiful game and the growth is evident. In the last 5 years, Major League Soccer (MLS) has seen 5 new expansion teams and 2 more are in the works for 2020. During the 2014 World Cup, over 26.5 million Americans tuned in for the final, an increase of 10% when compared to the previous tournament.

““Heineken was not born here. Soccer was not born here. But the US consumer is embracing both.” ”

— Nuno Teles, CMO Heinken USA

However with this new interest, comes a challenge for advertisers. Unlike its American counterparts, soccer does not lend itself easily to commercials. With more Americans becoming enthralled with the sport, advertisers are dealing with the challenges of the game. With no breaks during the 45 minute halves and less than 15 minutes during halftime, the scope of influence for traditional television ads are being reduced to nothing. So how have American advertisers gotten over these challenges?

TOURNAMENT SPONSORSHIP

The big daddy of them all, this level of advertising is reserved for a small group of brands that can afford the price tag to go along with it. Coca Cola, Visa, and McDonald’s are some to name a few. These partners of the upcoming World Cup enjoy full marketing rights, allowing them to capture the attention of international audiences.

STADIUM SIGN BOARDS

Think of them as mini billboards surrounding the pitch. These digital boards rotate brand collateral throughout the game, showing off their goods to the fans in the stadium, as well as all those watching on the live broadcast. At the club level, these tend to be more localized. On the international level (like the World Cup), brands like Adidas and Budweiser take over.

JERSEYS

Now think of these as moving billboards. Teams across the world sell ad placement on their jerseys as an additional point of revenue. The more popular the team, the more money you will have to dish out. In 2016, European teams generated $930 million from shirt sponsors alone. And with this form of advertising, it expands outside of the 11 men on the field. Fans around the world can buy replica jerseys that also have corporate names displayed on the front, substantially multiplying a brand’s reach. Taking inspiration from their European counterparts, the Portland Timbers struck up a cozy relationship with their sponsor Alaskan Airlines. Check out their unique partnership below:

IN GAME ADS

Due to soccer’s natural lack of stoppage, networks are getting more creative with their advertising by introducing in-stream ads. This form has become a point of contention between networks and viewers. Simple versions of this format include sponsored score boxes which remain static. Whereas, some networks have tested in stream ads that work as a ticker across the bottom of the screen. Networks such as FOX, will need to recoup their $400 million for the rights to broadcast the 2018 and 2020 World Cups and this is how they plan to do it.

SOCIAL MEDIA

All of these methods are great for big national brands, but the smaller business will not be able to afford such expensive means of advertising. This is when social media comes into play. With a strategic social media campaign you can hit fans with local ads for marginally less.

Lord Protectors Playing It Safe

Photo Credit: Lars Baron/FIFA/Getty Images

The goalkeeping at the 2014 World Cup has been of the highest order. Thankfully there have been plenty of goals in Brazil, however we would have had many more but for the agility and professionalism of the men between the sticks.

Some great goalkeepers, such as Thibaut Courtois (Belgium) and Manuel Neuer (Germany), were already world-renowned coming in the event, and have added to their reputation. However others have used this world stage to make their name. And perhaps to get themselves summer transfers to bigger and better-paying clubs than they now play for.

Here we pick our ‘Magnificent Seven’ of the goalkeepers at this World Cup.

Tim Howard

Photo Credit: Jamie McDonald/Getty Images

Mancheser United (2003-07): 77 apps

Everton (2006-): 347 apps

United States (2002-): 103 caps

After four years at Old Trafford, the American keeper left when they signed Edwin van der Sar, thus pushing the stopper out of the starting XI. In the hopes of more playing time, the American moved to Everton, where he set the club record for most clean sheets in a season in 2008-09. Howard is now making headlines for his heroic display at the 2014 World Cup—making his mark with an 82.4 percent save rate, according to FIFA’s stats.

Guillermo Ochoa

Club América (2004-11): 211 apps

Ajaccio (2011-): 112 apps

Mexico (2005-): 63 caps

After a misinterpreted doping suspension prevented ‘Memo’ from signing for Paris Saint-Germain, the Mexican keeper signed with a different French club, Ajaccio, in the hope of playing in Europe. In his second season for the club, he single-handedly save the French side from relegation in Ligue 1 and continues to be a huge asset for the team. After his 2014 World Cup performance, with a 76.9 percent save rate, the now out-of-contract keeper has his pick of clubs to sign for.

Thibaut Courtois

Chelsea (2011-): 0 apps

Atletico Madrid (2011-14) [loan from Chelsea]: 111 apps

Belgium (2011-): 21 caps

Having signed for Chelsea in 2011, the Belgian No. 1 went directly on loan to Atletico Madrid only weeks after joining the London club. However, after winning the Ricardo Zamora Trophy—with the lowest goals-to-games ratio in the league—in back-to-back-seasons, and a La Liga medal this season, Chelsea have sense and Courtois is on his way back to Stamford Bridge this season.

Julio Cesar

Photo Credit: Stu Forster/Getty Images South America

QPR (2012-): 24 apps

Toronto FC (2014-) [loan]: 7 apps

Brazil (2004-): 85 caps

Stealing the plaudits after his display in Brazil’s penalty shootout win over Chile, Cesar is currently on-loan at Toronto FC of the MLS. After signing for QPR in the Premier League, Cesar could not halt their dismal slide towards the Championship. His move to Toronto was designed to keep him in Luiz Felipe Scolari’s Brazil plans. It worked.

Sergio Romero

AZ Alkmaar (2007-11): 90 apps

Sampdoria (2011-): 61 apps

Argentina (2009-): 51 caps

An unlikely hero of Argentina’s World Cup journey, Romero has prospered at this tournament in spite of playing just three times for Monaco last season while there on loan. Glories in the nickname of ‘Tiny’ even though he is 6’ 4”. Apparently his basketball-playing older brothers were taller than him as kids, hence the moniker.

Hugo Lloris

Nice (2005-08): 72 apps

Lyon (2008-12): 146 apps

Spurs (2012-): 64 apps

France (2008-): 62 caps

Lloris was a fine goalkeeper for the excellent Lyon team that had a few good runs in the Champions League during his time there. His move to North London didn’t work out initially, with Brad Friedel often chosen ahead of him. But now Lloris is established as the Spurs No. 1 and many consider the Frenchman to be the best keeper in the Premier League.

Manuel Neuer

FC Schalke (2006-11): 156 apps

Bayern Munich (2011-): 95 apps

Germany (2009-): 50 caps

Manchester United tried very hard to get Neuer to move to England when left Schalke in 2011, but they couldn’t persuade him to join them instead of Bayern—the Red Devils instead purchasing Spain’s David de Gea. For a long touted as the best young goalkeeping in the world, the giant German is now moving to the stage where the word ‘young’ can be dropped.

Stopper Who Saved Their Careers . . .

Several goalkeepers have had their hearts broken when they were let go by their sides—only to go on and excel at other clubs. Here are three recent ‘back-from-the-brink’ No. 1s:

Shay Given

Celtic (1991-94): Youth Career

Newcastle United (1997-2009): 354 apps

Ireland (1996-): 125 caps

The Irish keeper played for the Celtic Boys Club, never reaching it to the Scottish Premiership. He joined Blackburn Rovers at the age of 18. Three years later, he flourished under the management of Newcastle United, being named in the PFA Team of the Year in 2002. He is best known for his time on the Irish National Team with 55 clean sheets.

Ben Foster

Manchester United (2005-2010): 12 apps

West Bromwich Albion (2011-): 91 apps

England (2007-): 8 caps

After Alex Fergerson’s proclamation that Foster would be “England’s goalkeeper for the next 10 years,” the keeper left the club after failing to win the No. 1 sport from the illustrious Edwin van der Sar. He went on to play for West Bromwich Alboin, maintain 10 clean sheets in the 2011-2012 season. He played for England in the World Cup against Costa Rica.

Chris Kirkland

Liverpool (2001-2006): 25 apps

Wigan Athletic (2006-2012): 131 apps

England (2006): 1 cap

During his time at Liverpool, he served as an understudy to first-choice goalkeeper Jerzy Dudek, however his time at the club was limited after sustaining multiple injuries that benched him for most seasons. He received a spell of luck when he was loaned to Wigan, and remained a permanent fixture, winning club's Player's Player of the Year award in 2008.

The Mad, Mad, Mad World of Soccer

Photo Credit: Reuters

While many believe that Luis Suarez should have to wear a muzzle when he ends his four-month FIFA ban, he is only the latest in a series of soccer stars that have been shown to have a crazy streak in them.

Step forward Eric Cantona, Roy Keane, Mario Balotelli, Paul Gascoigne, Diego Maradona and George Best as further examples of the mad, mad world of the football superstar.

When the red mist descends, when the moon is full or simply when the Guinness is flowing too freely, stand by for fireworks, kung-fu kicks and assault charges.

Photo Credit: Action Images

Eric Cantona remains one of the most famous examples of someone who just lost his mind. The Frenchman, launched himself into a famous kung-fu kick at a man in the crowd who had insulted him. He was later gave a bizarre statement about seagulls following trawlers, that very weird thoughts can inhabit the mind of even the best and most famous of footballers.

Paul Gascoigne was a genius on the pitch but sadly for him his mental problems, as well as his drinking and drug addiction, made him a pathetic figure. He suffered from obsessive-compulsive disorder, as well as from bulimia. He was also bipolar, an obsessive gambler and admitted to beating his wife. In 2008 he was sectioned following a suspected suicide.

Roy Keane always had a dark side and claimed revenge on Norwegian footballer Alf-Inge Haaland with a crippling tackle. He never forgave Haaland for a clash between them in 1997, when the Leeds player accused him of faking injury during a game. In fact, Keane had ruptured his knee. The memory of that day festered in Keane’s mind for a long time until the day that he came across Haaland, now a Manchester City player in April, 2001—when he decided the moment of retribution had come. As he later wrote: “I’d waited long enough. I f****** hit him hard. The ball was there (I think). Take that you c***. And don’t ever stand over me sneering about fake injuries.”

Mario Balotelli is nothing like as scary as Keano or as ill as Gascoigne, but that’s not to say he is not right in the head. He later needed the help of the fire brigade after setting fireworks in his Manchester pad.

George Best practically invented the role of the soccer star as drunken womanizer. As he famously said: “I spent a lot of money on booze, birds and fast cars—the rest I just squandered”.

Diego Maradona was found guilty of assault with weapon after injuring four reporters outside his Argentine home in 1994. He was later given a suspended jail sentence of two years and 10 months and later had to pay $15,300 to a wounded journalist.

Other Sports Madmen

Soccer does not exclusively hold the rights to sporting madness.

Mike Tyson, for instance, can even put the cannibal tendencies of Luis Suarez to shame. In what must surely still be the best famous sports bite of them all, he took a chunk out of Evander Holyfield’s right ear during the third round of their heavyweight fight in 1997 in Las Vegas. He was also convicted of rape and once said of a rival: “I wanna eat his children”.

Dennis Rodman didn’t just play basketball. He also dressed up as a gypsy woman, wore a wedding dress promote his book Bad as I Wanna Be, had tattoos and piercings and would kick the odd cameraman around. There was also an aborted suicide attempt.

Ice-skater Tonya Harding paid a hit-man $6,500 to take down her top competitor Nancy Kerrigan in 1994. Although it was not a bone-breaking hit, Kerrigan was forced to pull out of the U.S. Figure Skating Championships, successfully securing Harding’s place on the Olympic team.

Tiger Woods turned out to be really a swinger of different kind. His madness was in believing he could keep his sex secret under the covers. When his wife found out she attacked him with a seven iron.

O.J. Simpson also had it all. As an NFL great he was one of the most famous in world sport. I also turns out he was also nuts. After a long trial he was found not quilty of the murders of his wife Nicole Brown Simpson and Ronald Goldman, but he was then convicted of numerous felonies including armed robbery and kidnapping. He will be residing in jail for most of the next 30 years.