The World Cup is considered by many around the globe to be the grandest sporting event of them all. Where some see a stage set for an unforgettable soccer tournament, others see a microcosm for all that ails a nation. And brands? Well, they see a marketing opportunity.
Despite ongoing protests throughout Brazil
, brands including Budweiser, Nike, and Adidas are clamoring to add their names to the list of brands associated with the event. Heck, even the Chilean miners are getting in on the action with this spot
for Banco de Chile.
Budweiser has branded an entire hotel
Nike has launched the “Phenomenal House” in London, which combines “music, style, innovation and football … it celebrates Nike’s current Risk Everything philosophy in the run up to Brazil 2014,” according to The London Egotist
Nike’s biggest rival in the soccer space, Adidas, has taken over London buses
in anticipation of the tournament. It’s all part of their “all in or nothing” World Cup campaign.
While worldwide brands try to capitalize on the tournament’s good nature, host country Brazil is having a terribly time trying to quell protesters who believe funds that went into bringing the event to the country could have been better spent on education and food.
Now, the country is trying to convince its citizens that the $11 billion it pumped into the World Cup was well spent. That took the form of a commercial, for which the government is now being sued on the basis that the pro-World Cup ad is “absurdly divorced from reality.”
The suit calls for the suspension of television and Internet spots that compare spending on the 12 World Cup stadiums to the amount Brazil invests in health, education and transportation. The government has also issued leaflets with the same information and other examples of how the country will benefit from staging soccer’s showpiece.