Winter vs Summer World Cup Marketing.
The FIFA World Cup 2022 is taking place in Qatar in November and December. Two-thirds of the World Cup’s market value comes from Europe so it’s no question this is always a hugely popular event and full of commercial opportunities, both for official sponsors and small to medium enterprises.
But this year’s World Cup is different from the norm in many ways, presenting a novel proposition for businesses. There’s an extreme summer climate in Qatar this year’s tournament held in winter, which may flip your current and usual main sporting event marketing plans. What we do know is there’s still a keen interest in viewing and following the World Cup from consumers.
Last April, over 55% of UK people have said they plan to view the 2022 Fifa World Cup, Furthermore, the latest research from Kantar this August shows a similar plan, as over a fifth of adults plan to watch the World Cup somewhere with a crowd to capture the atmosphere.
We also know these particularly engaged fans who go out to watch games in order to better capture the atmosphere of the tournament, are particularly likely to engage with a range of media compared to the average adult, including sponsorship, TV, podcasts, social media and gaming. So it’s definitely worth creating a multichannel campaign for your world cup, so you’re everywhere your target markets are; ideally using social media advertising, digital display and content marketing.
Creating a multimedia campaign
A third of all adults say they will get together with friends and family at home to watch the World Cup, whilst 22% say they want to watch the games with a crowd (e.g. cinema, park, fanzone) where there is more of an atmosphere. This research suggests depending on your business you might want to think about advertising group activities or multibuy offers to bring extra customers your way.
So the audience is ready, albeit different time of year, but it is a great opportunity to get creative, think of some engaging winter campaigns to capitalise on the opportunity and still get the traction you do in summertime World Cup tournaments. Get in contact with us to help plan your winter World Cup campaign.
Key takeaways:
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Think of something new which would suit the winter much more than your summer world cup usual plans
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World cup fans are more likely to engage with a range of media, so advertise using more than one channel for the best marketing returns
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Depending on your industry, think of campaigns that attract group bookings or multibuys
