As an agency leader in Brazil, I see that we're on the verge of a very exciting time for brand opportunities that make memories, connections and impact.
On the eve of Super Bowl 50, the biggest global sports and media event of the year, I have good news and bad news. First the good news: Our recent global We Know Sports Fans study of 2,000-plus sports fans across the U.K., U.S., Japan, Spain and Brazil reveals 86 percent would welcome more sponsorship in sports experiences.
Less than a week after four major sponsors called for embattled FIFA president Sepp Blatter to resign immediately, the global soccer organization, which stages the World Cup competition, has suspended its leader for 90 days.
When contemplating investing millions of dollars a year in a global brand-building sponsorship, marketing leaders have to consider many things: the big picture issues like reach, scale, audience and relevance as well as the more tactical things like product tie-ins, licensing and logo placement.
It was not a good day to be a World Cup sponsor. The anti-FIFA sentiment is growing so vocal and the corruption so deep that brands are starting to have doubts about their affiliations with the world's biggest sporting event.
On Sunday, football stars Kaká and David Villa will face off in Orlando Citrus Bowl Stadium, kicking off the Major League Soccer season in front of a sold-out, 60,000-person crowd.
Google hit the Oscars with a rare real-time marketing campaign, one that quickly began promoting links to buy and stream the winning films moments after stars accepted their awards.
Remember the frenzy over the U.S. Men's National Soccer Team during the 2014 FIFA World Cup? The crowds in the streets? The viewing parties in apartments and bars? The social media explosion?
It's been quite a year for brands in social media, highlighted by the World Cup instead of the Super Bowl for a change as Nike, Beats by Dre and McDonald's scored goals aplenty last summer.