sports in the spotlight

Sony Reportedly Joins Emirates in Ending FIFA World Cup Sponsorship

Posted by Mark J. Miller on November 26, 2014 10:28 AM

Sony may be tired of taking a pricey punt on the troubled World Cup soccer tournament when it has its own troubles to take care of.

The embattled Japanese consumer electronics giant has paid a reported $280 million to be one of the official sponsors of the FIFA World Cup for the last eight years, but it apparently doesn’t feel like spending that kind of money again.

After all, at this past summer’s Cup in Brazil, the brand made headlines because it wouldn’t allow players to wear Beats by Dre headphones to and from games and practices. After all that expenditure, Sony was left looking like the bad guy.

Now Reuters reports that Sony won't renew its contract with FIFA when it's up at year’s end. The company lost $1.5 billion last quarter, the Christian Science Monitor notes, and can surely find a better way to spend its money.Continue reading...

World Cup Daily

At the World Cup, adidas Wins Big for Germany—and Soccer

Posted by Mark J. Miller on July 14, 2014 02:01 PM

Germany won in more ways than one following the results of Sunday's World Cup final, where the country's national team claimed victory over Argentina in a 1-0 overtime thriller and one of its biggest brands, adidas, solidified its superiority in the sport over rival Nike.  

adidas, an official sponsor of the Cup, outfitted both Germany's and Argentina's teams, helping the brand declare victory over Nike since the two brands launched an epic marketshare battle centered around the tournament. Ultimately, adidas prevailed as the most talked about brand during the Cup thanks to a broad marketing strategy that included ads, social media and a major presence at the event. 

For one thing, as Bloomberg notes, many of the players Nike had signed as brand ambassadors were either injured or sent packing early in the Cup, while many of those under contract with adidas, particularly Argentina’s Lionel Messi, stayed in the tournament for much longer, ultimately giving adidas a lot more air-time.Continue reading...

sports in the spotlight

World Cup Draw Excites Brands and Fans Around the Globe

Posted by Mark J. Miller on December 6, 2013 11:28 AM

Soccer fever is running high across the globe as FIFA officials gather in Brazil today to draw names from a series of pots to decide what teams will face eachother in the first round of next summer’s World Cup.

The 32 teams that have earned a berth will not only find out how skilled their opponents are but also discover the schedule and locations of their first-round games. As the New York Times points out, Brazil could fit the four countries that have hosted the last three World Cups—South Africa, Japan, South Korea, and Germany—inside its borders, which means that some teams are going to be traveling far distances between games and playing in very different environments while others will get the lucky draw of playing all their first-round games in a much smaller area. England coach Roy Hodgson predicts that the travel for some teams could be more difficult than the actual opponents on the field.

When the names start getting pulled out of the pots to decide the eight groups of four, expect all of the World Cup official partners—Adidas, Coca-Cola, Hyundai/Kia, Emirates Air, Sony, Visa—to be on high alert.Continue reading...

sporting brands

Soccer Sponsorships Turning Rival Fans Off Products

Posted by Mark J. Miller on November 28, 2011 12:02 PM

Airlines have taken to sponsoring teams in England’s Premier League recently. Etihad Airlines signed on with Manchester City in July. Emirates Airlines has its name on Arsenal’s stadium. And Turkish Airlines has a deal with Manchester United.

Great promotion for the airlines, right? Well, there are a few that get turned off when a brand sign on with a team: the fans of that team’s rivals.Continue reading...

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