Competitive Edge - Sports & Entertainment Marketing News

Qatar World Cup sponsors must be ready to deal with ugly side of the beautiful game

The Fifa World Cup draw begins the countdown for the biggest sporting event on the planet – but the tournament has been mired in controversy since Sepp Blatter announced Qatar as the host nation 12 years ago. This World Cup takes us into uncharted territory in more ways than one.

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Discussion Questions:

  1. What is a mega event?
  2. What makes the FIFA World Cup the biggest sporting event in the world?
  3. What is unique about this year’s event?
  4. What is sponsorship?
  5. Why do brands sponsor events like the FIFA World Cup?
  6. What risks are associated with sponsorship?
  7. What is sponsorship activation?
  8. How might brands sponsoring the Qatar World Cup approach activation strategies differently than previous World Cup events?
  9. How do you think consumers might perceive brands who sponsor this year’s event?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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