Posts Tagged ‘World Cup’

No Matter How Corrupt FIFA Is, It Is Here To Stay

June 16, 2015
Flickr / Steven Depolo

Flickr / Steven Depolo

It’s been a bad couple of weeks for FIFA. The world’s governing body of soccer has been the subject of numerous headlines, not for the Women’s World Cup currently taking place, but for a large-scale corruption scandal.

It all started on May 26, when several top FIFA officials were arrested on corruption charges. A little over a week later, the long-standing President of FIFA, Sepp Blatter, resigned. And to add fuel to the fire, FIFA recently fired its communications director after making a public joke about the organization’s legal troubles.

There’s no denying FIFA’s reputation is in shambles. The media is laser focused on scrutinizing the organization’s actions and missteps. But despite all the negative media, the criminal investigation, and widespread corruption, FIFA is still as powerful as ever. Do soccer fans even care about the FIFA scandals?

Sports organizations are hit with scandals all the time, yet the sports stay as popular as ever. Take the NFL for example. Last year, the NFL was thrown under the bus for its handling of issues concerning domestic violence. The NFL’s reputation took a hit, but did the sports suffer as a result? No. Fans continued to support their favorite teams and brands continued to spend millions of dollars in advertisement with the NFL.

When it comes to sports, fans care more about the game than the organization behind it. As a sports fan myself, I’ve seen some of my favorite sports get hit with scandals that dealt a blow to the organization’s reputation. Did the scandal stop me from watching the games? No way. As a fan, you’re part of a community that has one unifying factor: the love of the game. My loyalty is with my team, and almost nothing can shake that.

No matter how corrupt FIFA is, in the end, it is going to be fine. Soccer fans aren’t going to just turn their back on the sport that they love. For many countries, especially outside the United States, soccer is about more than just a game, it’s a religion. The team you root for is part of your identity and fans aren’t going to abandon the sport that’s so integral to their community and culture.

As long as soccer is still soccer, fans will continue to watch FIFA’s games. They will continue to attend the World Cup and brands will continue to shell out millions of dollars in advertisements. No matter how corrupt FIFA turns out to be, as long as soccer remains a powerhouse sport, FIFA will be a powerhouse as well.

John Oliver tackled this love/hate relationship with FIFA perfectly last year before the World Cup. As he says, no matter how appalling FIFA may be as an organization, a fan’s love for the sport outweighs everything else.

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3 Brands Winning the #WorldCup on Social Media

July 3, 2014

This year’s World Cup is officially the biggest social media event ever, and it’s not even done yet. Millions around the world are watching the matches and taking to social media to live-tweet their thoughts during games—and this is a great branding opportunity for companies.

For the brands unwilling to dedicate a large amount of their advertising budget to space during the World Cup matches, social media has acted as a great platform to gain visibility. Many brands have effectively used live-tweeting to connect to World Cup fans around the world.

There are 3 brands, which have scored on social media by creating great content and engaging hashtags during the World Cup:

Waffle House

What do waffles and soccer have in common? Very little–but that didn’t stop the Waffle House from crafting one of the most talked about Tweets during the World Cup. Before the USA vs. Belgium game, the Waffle House declared a war on Belgian Waffles by tweeting a play-on the #IBelieveThatWeWillWin chant:

Despite not actually referencing the World Cup or USA vs Belgium match, this simple tweet was a huge hit. It was retweeted nearly 24,000 times and helped the Waffle House gain coverage in the national media. The Waffle House connected to the World Cup phenomenon in an extremely clever way that drove mass engagement.

Snickers

One of the most talked about moments on social media from the World Cup was the Luis Suarez “biting incident.” Twitter exploded with people immediately making jokes about biting and twitter was buzzing.  Naturally, brands wanted to participate in the action as well. Snickers, was ready and had the perfect social post created:

The simple claim of “More satisfying than Italian” fit perfectly with their brand’s voice and capitalized on Luis Suarez’s  bizarre behavior.

By using the most popular hashtags of the week, Snickers’ post was retweeted nearly 50,000 times- resulting in one of the most popular Suarez- related tweets on social media.

Nike

As a sponsor of the World Cup, Nike spent advertising dollars in all the necessary places.  Adertising aside, they still launched the #RiskEverything campaign, using Nike’s main twitter handle and their Nike Football handle as part of the campaign. Nike’s short videos (promoted on social media) have impressive viewing statistics—upwards of 80 million views. When posted on Facebook, the video garnered over 70,000 likes and nearly 50,000 shares- Gooooooooooalllllllllllll!

Their campaign has been following the cup’s action, and has had huge user engagement with thousands of social influencers spreading the #RiskEverything hashtag. Nike’s social media campaign appears to paying off with fans around the world responding and interacting.

Of all the #WorldCup posts you’ve seen on social media, what was your favorite? Who are you rooting for? Let us know @ebben_zall!

 


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