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Here’s how sponsors are scoring at Qatar World Cup 2022

Football is big business and brands are playing big with targeted campaigns.

Here’s how sponsors are scoring at Qatar World Cup 2022
[Source photo: Anvita Gupta/Fast Company Middle East]

With a projected 5 billion people watching this year’s FIFA World Cup in Qatar, way above half of the world’s population, football offers an opportunity for sponsors wanting to elevate their brands. Companies gear up for the tournament every four years, thinking creatively about marketing campaigns.

There are now less than 10 days to the Qatar World Cup 2022, described as a tournament “like no other” and marketed as an inventive event featuring ground-breaking technologies. Estimates put it at $220 billion, the most expensive World Cup of all time. 

For the first time, an Arab country is hosting the FIFA World Cup, and Qatar promises fans an unforgettable four-week 64-game soccer tournament that kicks off on November 20.

The month-long football tournament will feature semi-automated offside technology, stadium cooling technology, smart charging stations, and sensory rooms and is backed by brands like Visa, Qatar Airways, Wanda Group, Vivo, Hublot, Adidas, The Coca-Cola Company, Hyundai, crypto.com and Byju’s, among others. 

As we build up toward the Qatar World Cup 2022, the tournament’s sponsors are making the most of the current football fever. 

VISA

For its sponsorship of the beautiful game’s biggest contest, Visa has created a campaign to unify an audience around the World Cup. The exclusive payment services partner of FIFA unveiled Visa Masters of Movement, a hybrid experience featuring a pre-event NFT auction and immersive activation for fans at FIFA World Cup Qatar 2022. The auction featured digital art inspired by iconic goals from five legendary footballers minted into unique NFTs, available on Crypto.com. 

The Visa Masters of Movement experience will come to life on an interactive pitch at the FIFA Fan Festival in Doha and allow fans to create digital art inspired by their signature movements.

QATAR AIRWAYS

FIFA said organizers have sold more than 2.89 million tickets, nearly the size of the host country’s population. With fans coming in from every corner of the world as 32 nations battle for global supremacy, the state-owned Qatar Airways is ramping up its efforts to accommodate the millions of travelers. Passengers will feel the excitement around the World Cup before stepping foot in Doha thanks to World Cup-themed products and activations, including limited-edition amenity kits, souvenir cushions, dining menus, and soccer jersey-styled loungewear. Passengers can also enjoy complimentary live streaming of World Cup matches on flights.

HYUNDAI

South Korean automotive manufacturer Hyundai started its relationship with FIFA ahead of the 2002 tournament. It has remained a sponsor of the tournament ever since, and in 2010, signed a package deal up until 2022. In April, Hyundai began its “Goal of the Century” World Cup Campaign to build a sustainable and united world. In July, it launched customer engagement programs like a global test drive centered on eco-friendly vehicles to deliver its message. The test drive was held in 41 countries. Supporting Qatar in hosting the first carbon-neutral FIFA World Cup, Hyundai is stepping up to help offset the impact by supplying a fleet of 236 battery electric and hybrid vehicles, like the IONIQ 5, which will debut at the event for the first time at scale. These EVs will transport VIPs, staff members, and for the media.

COCA-COLA

Coca-Cola is bringing its Believing is Magic campaign to life through several elements, such as digital films, packaging, and fan zone, which bring together football fans worldwide who share the same passion.

It started the FIFA World Cup Trophy Tour and created a digital hub where fans worldwide can compete, predict winners of FIFA World Cup matches, and connect to social platforms. Coca-Cola is also working with retail partners to create in-person opportunities for fans to come together, trade stickers, and create digital albums.

ADIDAS

Since 1970 Adidas has been associated with FIFA as its official partner. 

The Adidas Al Rihla is the official match ball of the 2022 FIFA World Cup in Qatar. This will be the 14th consecutive year that the German company will be in charge of manufacturing the tournament’s official ball. This year, Adidas has launched an ad film to promote the upcoming football tourney, titled QR to Qatar, highlighting the reward it will offer. The film includes a digital integration of a QR Code that takes the consumer to a live raffle to win various prizes, such as an all-expense paid four-day trip to the FIFA World Cup that covers flight tickets, accommodation, and two match tickets.

Adidas is also resurrecting the iconic Predator. Last seen in 2006, when Zinedine Zidane led France out for the World Cup final, the boots combine the gold colorway with some of the Predator’s signature design touches, including the fold-over tongue and curved SL rubber sections. The design is finished with a modern outsole, bringing the Predator Absolute in line with Adidas’ newest technologies. The shoe goes on sale on November 10 for $350.

VIVO

Meanwhile, vivo, which signed a six-year sponsorship agreement with FIFA in 2017, will launch the #vivogiveitashot campaign to celebrate the event. “Football has the power to bring people together. vivo believes that innovation can help football fans build a community and share exciting World Cup experiences with everyone across the globe, whether they are watching the games at a football stadium or enjoying the experience from afar,” said Spark Ni, Senior vice president and chief marketing officer at vivo.

Vivo will use the World Cup to promote its new foldable device, the X Fold+, the first official foldable smartphone. Smartphones will be supplied to World Cup staff.

HISENSE AND MCDONALD’S

With the football fever heating up, Hisense and McDonald’s have teamed up to provide football fans across the region a chance to win TVs, sound bars, and even tickets to the World Cup 2022.

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