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Learn moreSep 2018
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The 2018 FIFA World Cup was far from business as usual. From an evolving partnership structure and landscape that saw Chinese companies enter the arena, to a chorus of sustained concern over the viability of Russia as host country considering recent geo-political tensions and infrastructure, the commercial concerns were manifold. Reflecting on delivery and execution, did the tournament live up to previous editions?
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The outlook for the World Cup from a commercial point of view looked ominous. There were concerns, from corruption scandals to the ability of Russia to deliver as a host. Voices in the industry felt this uncertainty would hinder the tournament’s ability to act as a vehicle from which to drive commercial value. The tournament remained largely resilient to the challenges.
Competitiveness, heritage, world-renowned athletes and fan access were identified as key underlying fan drivers for the tournament, and sport more generally. The World Cup presented and delivered a combination of these, mitigating many of the aforementioned commercial risks.
Russian retail, consumer foodservice as well as tourism and travel sectors were among the primary beneficiaries of the World Cup 2018. More than five million tourists visited the country during the event, giving a boost to many sectors of the Russian economy.
Stepping up FIFA support during recent years, Chinese companies (and official tournament partners) such as Hisense and Mengniu profited from extensive advertising and marketing activations throughout the tournament, catalysing global growth opportunities.
The World Cup saw a substantial number of players from emerging domestic football leagues take part. This will benefit and grow the commercial attractiveness of football beyond the top European leagues – a feat that will further expand the already peerless global footprint of professional football.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.