Super Bowl Who? FIFA’s World Cup is the Biggest Ad Game in the World


America’s biggest ad derby may be the Super Bowl, but the entire globe has the World Cup, an event, as Ad Age puts it, that is like “having the Super Bowl every day for an entire month.” 

Ad deals related to the Cup are bringing in enormous amounts of money—much more than the $4 million-per-spot price tag of this year’s 30-second Super Bowl ads. Brazil’s largest TV network, Globo, which has exclusive broadcast rights for the Cup, has struck deals with eight major companies—AmBev, Coca-Cola, Banco Itau, Johnson & Johnson, Hyundai, Nestle, wireless business Oi and local retailer Magazine Luiza—that will see the companies pay out a combined $600 million in order to occupy “451 thirty-second TV commercials, hundreds of quick mentions with visuals when announcers talk about World Cup games, and 359 5-second commercials created by Globo that feature four marketers at a time and run at the beginning and end of soccer games and other programming, and during commercial breaks,” Ad Age reports. 

And that’s just what Globo is getting. Networks across the world are getting nearly as big a piece of the ad pie. After all, at least 1 billion people watched the final of the 2010 World Cup in South Africa and 3.2 billion caught part of the Cup at some point during the month.[more]

Coke and Pepsi will be continuing their eternal Cold War this summer at the Cup. Coke is an official sponsor of the tournament, but that doesn’t mean Pepsi is backing down. Pepsi is fighting back with a campaign featuring 19 top soccer stars that hail from a variety of countries featured in the World Cup, the Associated Press reports.

Argentina forward Lionel Messi tops the list of players involved, but others include Netherlands striker Robin Van Persie, US attacker Clint Dempsey, England midfielder Jack Wilshere, Spain defender Sergio Ramos, and Belgium defender Vincent Kompany. Some of the players will be featured on Pepsi cans and they all will appear in a global TV ad later this year.

“Pepsi has had a tremendous relationship with football, going back nearly 15 years,” said Kristin Patrick, global chief marketing officer at Pepsi, according to Marketing Magazine. “We’ve brought together our most impressive Pepsi football roster yet, comprised of players who truly embody our brand spirit. Throughout the year we’ll be collaborating with them to bring our fans exciting and engaging content, products and experiences—bringing fans closer to the game they love.”

Coke, meanwhile, recently released mini interactive bottles that help fans get socially involved with the games, and has also sponsored brand-boosting initiatives like a soccer camp for aspiring Cup players.