Europe and Latin America gearing up for onslaught of World Cup-related advertising/promotion; some countries in Asia also

As football-loving countries gear up for the month-long 2006 World Cup tournament starting June 9 in Germany, residents are in store for more than just the games, especially those in Europe and Latin America. Marketers, led by the 15 official advertising partners, are expected to be heavily involved in all sorts of activities related to the world’s most popular sport.

According to an ICOM global survey, football-related advertising and marketing activity is expected to account for more than half of what consumers see and hear just prior and during the event in Bolivia, Brazil, Chile, China, Costa Rica, El Salvador, Germany, Hong Kong, Hungary, Panama, Thailand, Ukraine and Venezuela.

Countries where marketing activity is expected to account for less than 10% include Canada, Norway, Pakistan and the U.S.

The survey of ICOM members was designed to gauge the pulse of advertising activity related to the event around the world. Rollinsville, Colorado (USA)-based ICOM, a leading global network of independent advertising agencies, has members in more than 50 countries, representing US$2.0 billion in revenues annually. Members were asked to rank on a scale of 1 to 6 the importance of the World Cup with respect to advertising and promotion in their markets and what percentage of total marketing activity they expected.

The findings indicate there is interest in connections to the World Cup all across the globe, according to the respondents representing 36 countries. The interest varies most within Asia ranging from “extremely important” (6) in Japan and Malaysia to “slightly important” (3) in Australia and Pakistan.

In EMEA, 13 of 14 countries reported that the event is “important,” “very important” or “extremely important.” Only Belgium reported “slightly important.” In Latin America, 11 of 12 countries reported “extremely important” or “very important,” with only Colombia reporting “slightly important.” (See chart below for details.)

In the U.S. and Canada, agencies reported the event had “very little importance” or was “not important.” Not surprisingly, one exception in the U.S. is the Hispanic market, which was ranked a 6, or “extremely important.”

Of the 15 official partners, those most active in promoting their World Cup participation are Adidas, Coca-Cola, MasterCard and McDonald’s, respondents said. Those with the least visibility are Avaya, Deutsche Telekom and Emirates Airline.

Additional findings from the survey about activities in each market are also available, and executives from ICOM agencies around the world are also available for further comment.

 

About ICOM: Rollinsville, Colo. (USA)-based ICOM is one of the world's leading global networks of independent marketing communications agencies, with US$2+ billion in billings and US$300 million in gross income annually. ICOM offers a full range of integrated marketing and media communications services and is an alternative to the huge and increasingly similar agency groups.

 

Importance of the World Cup in each market with respect to advertising and promotion (ranked on a scale of 1-to-6 with 6 being greatest). Source: Survey of ICOM agencies.

Extremely important (6 out of 6)

Very important (5 out of 6)

Important (4 out of 6)

Slightly important (3 out of 6)

Very little importance (2 out of 6)

Not important (1 out of 6)

Percentage of advertising and marketing activity expected just prior and during the event that is World Cup-related. Source: Survey of ICOM agencies.