With 5 billion people expected to attend, the Soccer World Cup is the biggest global event, only matched by the Olympics.
The 22nd Soccer World Cup will feature 64 matches between 32 teams.
This year’s Soccer World Cup begins right before Black Friday, with the finals happening just a week before Christmas- right in the middle of the busiest marketing season.
Here’s what the article states –
David Queamante, SVP, Client Business Partner at UM Worldwide, notes that most of the brands he plans and buys media for are not holiday/gifts. “That lowers the impact of the 2022 Soccer World Cup for us a bit. Most of my brands are not holiday/gifts, so it’s possible that this year’s Q4 timing works better for other brands. In terms of media channels, I’m not sure the timing makes much of a difference. The World Cup is such a strong property, that the usual rules of media seasonality probably don’t matter.”
To Brad Ross, VP of Global Sports & Entertainment Marketing for The Coca-Cola Company, the timing of the event is actually an advantage: “The duality of first post-pandemic event of this scale, and the late-year timing, is truly special. We’ll be heading into the most festive time of year, when life starts to slow down a bit and people should have more time and energy to come together and celebrate,” Ross notes.
Read the full story here.
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