World Cup Daily

Latinos Stay Top of Mind for World Cup Marketers

Posted by Mark J. Miller on May 27, 2014 01:17 PM

With the World Cup kicking off in Brazil in a little more than two weeks, the world's marketers are ramping up their efforts on social media, mobile, and to the Latino community to better reach diehard—and fair-weather—soccer fans. 

According to MediaPost, US cities with high Hispanic populations are topping Google's World Cup search list. Populations in Portland, Ore., Miami, New York and Los Angeles are among the nearly 50 percent of American Hispanics that are anxiously awaiting the start of the tournament.

YouTube is feeling the power of the World Cup as well. In April and May, soccer was the most-watched sport on the site with around 1.6 billion views of soccer content being consumed between April 13 and March 13. Viewership of soccer video this year has already far exceeded the amount seen during the last World Cup. 

Mobile searches are also seeing an uptick, MediaPost notes. In the 2010 World Cup final, mobile searches on Google "saw about 18 percent of searches for games, players and teams," but during this spring's UEFA Champions League championship, which pitted the best European club teams against each other, similar searches made up 63 percent of Google searches. 

All this traffic, of course, means a big payday for the TV networks broadcasting the event in their markets. Campaign Live hears that the UK's ITV is expecting a 13 percent increase in ad revenue during its second quarter, all thanks to the Cup.Continue reading...

sporting brands

Golf—and Golf Brands—Try to Find Their Way Back Onto the Fairway

Posted by Dale Buss on May 23, 2014 02:12 PM

Because they’re not hearing enough “thhhwwwwack!” sounds at America’s golf courses, brands including Dick’s Sporting Goods, TaylorMade, Callaway and country clubs across the country aren’t hearing enough “cha-ching” noises at their cash registers.

As the nation’s duffers head into the traditional Memorial Day high time for golf optimism and play—it was National Golf Day on Wednesday—the bad news is that players are leaving the sport in droves each year. About 400,000 did so last year, according to the National Golf Foundation, accelerating a slide that has lasted 20 years by some measures.

“Golf is in a bit of a drought,” Allen Adamson, managing director of Landor Associates, a brand-consulting firm, told Bloomberg. “It’s a pretty high-price sport, and leisure time is getting crunched.”

What’s more, Millennials haven’t taken to golf like previous generations of Americans; 200,000 players under 35 alone abandoned the game last year, according to the foundation.Continue reading...

brand news

Brand News: Burberry, GM, Target and more

Posted by Shirley Brady on May 21, 2014 09:02 AM

TOP 5 STORIES

Brands to Watch

Burberry posts record results as Christopher Bailey settles in as CEO with Japanese expansion, digital efficiency and e-commerce tests on Amazon and China's Tmall.

eBay reports cyberattack and asks users to change passwords.

GM, still reeling from PR crisis, recalls another 2.4 million cars and restructures legal team.

JPMorgan Chase invests $100M in Detroit, denies it's a PR campaign.

Target quarterly earnings: less dismal than anticipated, though profits slide.

MORE BRAND NEWS:

adidas reveals collection with Rita Ora.

Campbell's Soup lowers 2014 outlook.Continue reading...

sporting brands

Nike, adidas Go Head-to-Head in World Cup Marketing Showdown

Posted by Mark J. Miller on May 19, 2014 12:11 PM

The World Cup, a sporting event far larger than the Super Bowl in both size and marketing dollars, is only a few short weeks away and brands are doing all they can to get in front of the millions of soccer fans around the globe. Perhaps the biggest battle will be between Nike and adidas, which is an official sponsor of the event and the maker of the tournament's official game ball, Brazuca.

But while adidas' name and logo will be slapped on billboards and stadiums across the country, the brand is surely bracing for whatever ambush marketing move Nike has up its sleeve, much like the brand has done at past Olympic and World Cup events.  

Nike has been quickly catching up to adidas in the soccer gear market, despite the fact that it only entered in 1994 after the World Cup came to the US. Nike has far outgrown the German company as a whole, but adidas is still the leader in soccer, bringing in a reported $2.4 billion in 2013 compared to Nike's $1.9 billion, according to Bloomberg Businessweek.Continue reading...

brand news

Brand News: AT&T Buys DirecTV, AstraZeneca Rejects Pfizer Bid and more

Posted by Shirley Brady on May 19, 2014 07:01 AM

TOP 5 STORIES

Brands to Watch

AT&T announced Sunday its board approved a $48.5 billion deal to buy DirecTV, including a plan to sell its $6 billion stake in regional phone giant América Móvil to avoid regulatory conflicts. Also on Sunday, AT&T relaunched the Cricket Wireless brand, which kills off its Aio Wireless prepaid service that launched last year.

AstraZeneca rejects Pfizer's latest $117 billion bid.

YouTube reportedly is acquiring Twitch for about $1 billion.

Johnson Controls divests auto interiors business to SAIC, China's biggest automaker.

Apple is expected to announce this week its $3.2 billion acquisition of Beats Electronics.

ALSO IN THE NEWS:

adidas enables shoe customization via Instagram.

Adobe apologizes for global Creative Cloud failure.

Alibaba signs deal to promote French brands in China.

Amazon loses ICANN bid for .amazon gTLD.Continue reading...

sports in the spotlight

Booting Up: Brands Launch Marketing Blitz with World Cup One Month Away

Posted by Mark J. Miller on May 12, 2014 02:02 PM

Soccer's quadrennial celebration, the World Cup, kicks off on June 12 in Brazil and brands, whether official sponsors or not, are tying on their cleats in an effort to capitalize on the month-long tournament.

While not an official sponsor, Pepsi is going hard after the soccer-loving market with its new Beats of the Beautiful Game campaign. Part of the effort includes the release of an album that combines the work of famed musicians and directors such as Kelly Rowland, Janelle Monáe, Timbaland, Rita Ora, Spike Lee, and Jessy Terrero, among others. Songs will be released piecemeal until June 9, when the whole album is released

"With Pepsi Beats of the Beautiful Game, we are finally elevating these artforms to an equal plane and showcasing them on a global level," said Frank Cooper III, Chief Marketing Officer, Global Consumer Engagement, PepsiCo Global Beverages Group, in a press release. "The 'beats' are both musical and visual snapshots that speak to the spirit of football culture, where songs serve as inspiration for the films—and the films allow for greater interpretation of the songs." 

Pepsi also partnered with Brazilian nonprofit, Cine Favela, to help provide film education and tools to aspiring filmmakers in the country. The soda-maker has further encroached on archrival and official World Cup sponsor Coca-Cola's territory with its #FutbolNow campaign that features several of the world's top soccer stars.Continue reading...

brand revival

Retro Branding: Reintroducing Iconic Products With a Modern Twist

Posted by Taylor Goddu on May 8, 2014 03:22 PM

With so many choices and unproven products on shelves, brands are seeking ways to remind people that they’ve been around for a long time. As a result, consumers are on the hunt for authentic brands with which they can build relationships and trust.

Some companies respond to this through retro branding: emphasizing craft, quality, and heritage over flashy innovation. One way that brands achieve this is by subtly tipping the hat toward history with the reintroduction of an iconic product brand. This technique works when companies emphasize their heritage while sparking new conversations and engaging a new generation via digital and local marketing.

JanSport has flirted with Reddit as a way to engage new fans as part of its "Live Outside" campaign, including deploying street artists to literally bring its products to the streets. Those products include a refresh of a classic silhouette in its modern Heritage Series backpacks. Inspired by the original 1960s design, the product not only highlights the brand’s endurance and relevancy over time, but also deftly pulls consumers back to a point of connection. Instead of running with the masses and capitalizing on fads, they recognized the value in consumer rediscovery.Continue reading...

sporting brands

FIFA World Cup Tie-In Not Yet Scoring for Adidas as Nike Pulls Ahead in Europe

Posted by Sheila Shayon on May 6, 2014 12:20 PM

Adidas Group, the world’s second-largest sporting-goods maker, today reported a significant decline in first-quarter earnings. Net profit fell 34 percent to €204 million (US $283.2 million), while sales fell 6 percent to €3.53 billion. North America sales, meanwhile, have slipped 20 percent.

Three key factors in the company's disappointing quarter: a 38 percent Q1 slump in its TaylorMade golf business, the strength of the euro, and continued weakness in emerging market currencies, particularly the Russian ruble. “A 35 percent earnings-per-share decline in a quarter which should have benefited at least a little bit from the upcoming World Cup is disappointing,” commented Deutsche Bank analyst Michael Kuhn to Bloomberg on the flagship adidas brand's association as an official FIFA World Cup sponsor, even though Nike will be the dominant kit supplier this year. 

Adidas has created a special soccer ball (dubbed Brazuca) for FIFA that it's been testing, but this World Cup is seeing the company, and its flagship brand, tested on many fronts—most of all by its fiercest rival.Continue reading...

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