Branded Entertainment
Extends FIFA World Cup
Fever Off the Field
Mark J. Miller
In a few days from now, the world’s top soccer players will take to the field and do battle from June 12 to July 13 in soccer’s
quadrennial blockbuster event, the FIFA World Cup. Big brands, though, are already tangling and showing their soccer cred
in hopes of winning the hearts and minds of the billions that get a glimpse of the World Cup. The Super Bowl is nothing
compared with this.
With a relationship with FIFA dating back to 1974, and as an official sponsor of the FIFA World Cup since 1978, Coca-Cola is
celebrating this year’s event with what it’s billing as the largest marketing campaign in company history, entitled The World’s
Cup. Aimed at involving as many consumers as possible, the campaign kicked off in early April with a two-minute short film,
called “One World, One Game.”
Coke also put some of its marketing dollars toward creating the World Cup’s anthem song, “The World is Ours.”