Hill+Knowlton Strategies

Friday evening heralded the start of the big World Cup countdown if not quite the start of the football tournament itself (the first game isn’t for another 170 days or so).  Over one hundred million people around the world watched the live draw to decide the groups for the 32 finalists though apparently Wayne Rooney missed it all as he had fallen asleep in his hotel room.  As it happened, England were handed a fairly kind group in the form of the USA, Algeria and Slovenia.  Whilst none of the aforementioned teams are a pushover – each team qualified from tricky qualifying groups – it is expected that England under the excellent tutelage of Fabio Capello will make it to the last 16 to meet the big boys of world football. 

Yet amongst all the excitement of the assembled guests and viewers at the draw, Friday marked the start of what will be a period of intense marketing activity by many of the world’s most familiar brands.  And it’s not hard to work out why.  The anticipation that your country stands a chance of progressing to the summit of world football is enough to shift replica shirts by the millions judging by past World Cups.  Supporting your country stirs patriotic feelings that are normally absent otherwise.  As World Cup fever hits expect beer, barbeque and beefburger sales to rocket particularly if the team is doing well.  In 2010 football-obsessed fans will hang scarves from car windows, fly flags from houses and collect football stickers to complete glossy albums.  Also expect surges of power usage at the halftime of England games as kettles go on all around the country.

Is the marketing hype justified?  For this commentator the answer would be a resounding ‘yes’.  Whilst league football has become big business and seasons never-ending, the World Cup holds a special allure for fans all over the globe even for those who don’t normally like or watch football.  The fact that the tournament is held only once every four years gives it a one-off feel and marks a time to celebrate the world’s game.  Moreover, watching unknown players from unknown countries gives the tournament a unique appeal and always contributes to making the World Cup a truly memorable event.  South Africa 2010 will surely live up to the hype but this does seem to be an event where the both fans and marketers win although I’m sure many wouldn’t agree.

As for my prediction for the tournament itself, England start as third favourites and will make the semis.  Spain, though, remain the class act.