Ghanaian Chronicle (Accra)
9 November 2009
The FIFA World Cup is, arguably, the world's greatest single sports event and therefore a very valuable commercial property. FIFA has therefore established a closely controlled marketing programme for the protection of their commercial partners, who give the event its financial support in return for a package of marketing rights.
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A successful example of how brands and retailers leveraged sales around previous World Cups is via Cash Back promotions. Demand for certain products increase in the lead up to a major sporting event such as the world cup. An example is Televisions. One Italian manufacturer succeeded in turning interest in the tournament to their favour by offering an ultimate cash back offer...
Anyone buying one of their TV's in the build up to the tournement would receive a 100% refund if Italy won. When Italy won the tournament 20m euros worth of TV sales were refunded to customers! The great news for brands and retailers is that insurance and other risk management options can be used to take this risk meaning that the cost of the refund is protected for a fixed up front fee.
Contact jon.wilkinson@wwsr.co.uk if you would like to consider this style of promotion for 2010. You do not have to be an official partner to run a promotion on these lines.