Portugal is currently enjoying its moment of glory in the World Cup, reaching the tournament semi-finals, something we only accomplished back in 1966!
In pure advertising terms the environment is far from favourable. Both the economy and advertising spend have stagnated so within this context the World Cup potential is limited. On top of that, for the sponsors such as Fuji, Mastercard, Hyundai, Yahoo etc, Portugal is not a relevant market and investment from them in the country is minimal.
However local sponsors of our national team are making a good noise around the tournament, with brands using football and the awareness/values of the World Cup as a trigger for their positioning and market strength. Nevertheless, times are tough and in real investment terms, May was below last year's level and June is likely to follow. Things were different back in Euro 2004: as Portugal was the tournament host, the investment trigger effect was far higher, helping to raise the ad market by 12% against the previous year.
This World Cup, in global terms, acts more as a "content" for brand communication and activation. A good example was provided by Bes, a local bank institution and national team sponsor, that invested heavily in pushing football values, promoting events like the biggest and 'most beautiful' human national flag, all made by women, in an all-day event with music, DJs, etc. This really helped to capture women's involvement in the tournament.
Looking forward to Berlin :-)
Mario Mateus, Initiative Lisbon
I like ANMJ on FB & just subscribed to the email feed! :)
Posted by: mulberry outlet | 13 January 2012 at 09:37 AM