Competitive Edge - Sports & Entertainment Marketing News

Best World Cup Marketing Campaigns


In 2018, it had a global viewership of 3.5 billion.

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Discussion Questions:

  1. What is the difference between the marketing of sports and marketing through sports?
  2. Fox launched a massive campaign promoting its coverage of this year’s World Cup. Is that an example of the marketing of sports or marketing through sports?
  3. is the official crypto platform for the 2022 FIFA World Cup. Is that an example of the marketing of sports or marketing through sports?
  4. What is a NFT?
  5. Describe the NFT promotion launched by Visa and for the World Cup, based on information from this news story.
  6. Why do you think they wanted to include a NFT as part of their World Cup marketing campaigns?
  7. What is social media marketing?
  8. Why do you think social media is important to the brands activating marketing campaigns around this year’s World Cup?
  9. What hashtag is Kia using as the official mobility partner of FIFA World Cup Qatar 2022?
  10. What is fan engagement?
  11. How might the hashtag help to increase fan engagement?
  12. Why is that important to Kia?
  13. What is promotion?
  14. What type of promotion is a limited-edition product?
  15. Describe the limited-edition promotion from Frito-Lay around the World Cup.
  16. What do you think the brand hopes to accomplish with this promotion?
  17. What is sustainability?
  18. Why is sustainability important in sports and entertainment?
  19. How has Hyundai focused on sustainability as part of its World Cup campaign?
  20. Have you seen any other brands using the World Cup as a tool to market their goods and services? Be prepared to discuss examples in class.
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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