Hmmm, value depends entirely on whether their brandmark actually has the ability to make an impact and be remembered.
Some of the brands are going to go into the subconscious and be subliminally associated with the event. But not all of them.
That is where some of these sponsors are really going to miss the mark.
Any organisation wanting to expand into a global marketplace or reiterate its global presence would be crazy not to jump at the opportunity to have their name and brand associated with the hype of this FIFA cup.
What would be particularly tragic if you decided to sponsor an event like this with a brand that failed to leave an impression with this eager audience.
Just notice that Emirates, Mastercard and Adidas brands have their name and symbol together as part of their brand on the soccer ball shown.
I have no idea who the other symbols belong to, nor what they do.
Therein is the real tragedy.
Don't the others know that words and not symbols are more impactful and longer lasting.
Last time I looked there were some 3000 triangle brands trademarked in Oz.
What makes them different is more than colour and shape, its the name associated with the brand that holds the key to differentiation.
Brands that appear without their name is just like producing a business card without a positioning line...a missed opportunity to expose yourself to people who dont know who you are and what you do.
Failing to capitalise on that is the only waste of money that and not having a brand that fails to make an impact.