How the World Cup Advertising battle is using digital

Tim cahill
As we do every four years in Australia sports nuts wake up at silly hours of the morning to watch the World Cup play out.


Bleary eyed Australians represent only a fraction of the world audience who tune into the planets biggest sporting show at much more reasonable hours of the day.


It goes without saying advertisers put quite a bit of effort into making their campaigns to receive the most attention in a massively dense sponsorship landscape.

Jack Lamacraft writes for about  World Cup advertising that ruling the sponsorship roost are six ‘FIFA Partners’, eight ‘FIFA World Cup Sponsors’ and a host of Brazillian based ‘National Partners’.


While these sponsors are held up as being official by FIFA, it does not stop other brands looking for ways to get their time in the sun.

This year in particular brands are taking advantage of the amount time people are spending on computers, tablets and mobile phones engaging with the World Cup.


While big brands have maintained the use of the traditional 30 second TV ad spot, there is a real increase in longer form online advertising movies if you like, being used.


Nike, who are not even a sponsor of the World Cup (Adidas are), is so prominent that Lamacraft argues it’d be reasonable to believe the ‘swoosh’ were one of the ‘FIFA Partners’, such is their exposure.

They released online a brilliant 5 minute cartoon ad that has captured the imagination of many a World Cup follower without having to pay an exorbitant rate for sponsorship.

Budweiser, who are an official FIFA sponsor, have been similarly clever with their online presence.


They have partnered up with VICE News, one of the worlds most respected and popular online long form documentary and news services.


Together they have created a series of short films which looks to trade off VICE’s ability to capture authentic stories about places and communities all over the world.


That is a fairly smart move from Budweiser who faced a lot of criticism for bullying their product into Brazilian stadiums were usually alcohol is banned.

So when you’re up at 2am, holding a mug of hot milo laced with as much caffeine as you can find, try and take a look at the ways brands are fighting for World Cup coverage in a crowded sponsorship market.


Here at Interplay Media we think these different ways of reaching an audience are really effective and definately the best way of efficiently cutting through a heavy advertising market.


With the great coverage of the World Cup on phones and tablets in particular, especially via SBS, it makes perfect sense to take a significant amount of advertising to the digital space.

By Anthony Colangelo