In every place in this world, there are days when people become less productive work in doing their business, choose to shift the focus on something else, or shopping like crazy. The days before Lebaran for example, before Christmas, or even at the time of election.
But, if there are moments that make the people in almost all countries to become less productive, it is the World Cup. There are reasons to use this World Cup to perform other activities besides work. Either watch a game, browsing the Internet, to soccer betting. This event abroad could trigger domestic violence, divorce, not to mention a heart attack. Reportedly, the rate of sudden heart attacks increased 25 percent during the British defeat by Argentina on penalties in the 1998 World Cup. The risk of heart attack is increased when you just put your money in a bet too big ball.
In college, professors who are like to watch the ball usually come to class with a sleepy face. In fact, they often cancel classes for the World Cup. The students had the same problem, and certainly understand this. Also in offices, the bosses could understand if his staff was too late. Hey, this is the moment every four years and all the people doing the same. So, the boss must understand!
The stock analysts even analyze the relationship of this championships with stock market data. Analyst at Money Science analyzed from 11 World Cup events, the average decline in U.S. stock retun about 6 percent. In fact, the U.S. is not a country with a high football passion. Meanwhile, Nikei index opened down a few points at the time when Japan's defeat in World Cup 2006. Is there a relationship between the stock market with the World Cup? I do not know, but anyway as World Cup winners Italy also experienced a weakening in the stock index shares. Is euphoria a victory or defeat that suppresses stock index?
Clearly, the most productive in the current World Cup is FIFA, included-should-the marketers who use these events. At the 2006 World Cup, FIFA can get a profit EUR 1.1 billion, a $ 700 million is coming from sponsors. Companies such as Emirates' refusal to sign a contract of USD 195 million to become an official sponsor of this year's World Cup.
Not to mention the broadcasting rights which has always been a scourge in Indonesia. Holders of broadcasting rights and licenses the World Cup has always been considered stingy to share. All matters relating to this event have to pay royalties. You imagine yourself, Rp 100 billion is not small money to buy the broadcasting rights, and it was still confined to strict FIFA rules in property rights. Not surprisingly, in Indonesia every time the World Cup will take place, there must be broke down about broadcasting rights.
Country like Indonesia who have unusual heed property rights, it is difficult to accept restrictions on the use right of the World Cup. What happened recently sparked even journalists marched in the PSSI's office. As a licensee, Electronic City banned the use of the word "World Cup" includes translation (World Cup) as the name in their title, except in the body of the news. Hence, for the title of this article did I hesitate to use the words "World Cup". You will definitely surprised, if you check on IPR, the words "World Cup" has been registered as a trademark by FIFA!
For the marketer, the World Cup of course be an interesting moment to be exploited. Television industry usually expects this moment as a moment to boost sales. Also the cigarette industry, nuts, snacks, cafes, hotels, up to IT. Worldwide Visa has issued 500 more art materials as part of integrated marketing communications for the World Cup. Coca-Cola campaign has held a road show for this event.
FIFA itself has been reminded of the many Ambush marketing around the World Cup. Namely, marketing activities to join another brand-sponsored event. Adidas may be the main sponsor of the World Cup, but some football players wear the Nike logo on the shirt ball. Coca-Cola became the official World Cup sponsors, but Pepsi cleverly using Beckham as a vigorous endorser ads all over the world at the World Cup event. According to the survey, consumers thought that Pepsi as the official sponsor of the World Cup.
World Cup and all the translation it has become common language in this world. The world seemed to stop because of the World Cup. Many lives depend on this event. The World Cup has become a brand endorser enjoyed by the marketers of big fish to fry. True, this event is indeed a game of life and death. Including the marketers who must struggle to live and die in order to achieve maximum benefit from this event.
