Magazine article Marketing

WORLD CUP 2002: Who Will Win Marketing's World Cup?

Magazine article Marketing

WORLD CUP 2002: Who Will Win Marketing's World Cup?

Article excerpt

Three weeks to go. As the countdown to World Cup 2002 moves into weeks and days - a timeframe that actually means something to the billions of fans worldwide - the excitement is beginning to build.

But the players, teams, national and international associations have been putting plans into action since the final whistle blew on France '98. And so have the brands.

Since 1966, when among other triumphs World Cup Willie and commercial TV made their first appearance, marketing and the World Cup have become mutually dependent partners.

It's hard to imagine a marketing or advertising professional who is not touched by the World Cup. It is an event that drives creativity, and inspires 110% effort. This year, as in tournaments that have gone before, some of the advertising industry's greatest work will be seen And, of course, there will be some spectacular flops.

The World Cup throws up both challenges and opportunities. The East Asian time zone means that matches will air here during the morning and daytime; even brands that believed they had nothing to do with football or its fans will be affected this time, and will have to decide whether to pass their usual media onto others or take the long shot. …

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