FIFA Partners With Walmart, Sony For World Cup Activation

Select Walmarts Will Have FIFA Shops With Exclusively-Licensed FIFA Gear

Wal-Mart Stores Inc. has signed a partnership to collaborate with FIFA licensee Global Brands Group to operate 2010 FIFA World Cup Official Event Stores in nearly all Walmart retail markets worldwide. Select Walmart stores will feature FIFA event-branded shops that will offer exclusively-licensed FIFA gear and host special events leading up to next summer's tournament. World Cup branded merchandise will be customized for the country in which it is sold (Walmart). SPORTINGNEWS.com's Michael Tunison noted while Walmart "maintains a prevalent enough worldwide presence for it to work, it is still predominantly an American company promoting an event that, while growing more popular in America, is still of limited appeal." However, the partnership "could be a big coup in terms of perception for Walmart" (SPORTINGNEWS.com, 12/3).

HAT TRICK: Sony and FIFA Thursday announced plans to show the World Cup in 3D for the first time. Up to 25 of the matches will be produced using Sony 3D cameras, with the footage to be shown during public viewing events in seven cities: Berlin, London, Mexico City, Paris, Rio de Janeiro, Rome and Sydney (Sony/FIFA). The NBA and NFL are among sports leagues to have "tested live 3D for select public events," but the World Cup "will by far have the widest reach of any 3D sports competition to date." Sony Pictures Home Entertainment also "plans to produce and distribute an official 3D movie that will be made available on several formats" (HOLLYWOOD REPORTER, 12/4). Sony Europe President Fujio Nishida said, "3D will undoubtedly transform the way we enjoy content in the living room" (BRAND REPUBLIC, 12/4). 

KICK OFF COVERAGE: Yahoo Sports has launched a new world soccer microsite and a soccer experts blog. Writer Martin Rogers will be the primary voice on the microsite, while the experts blog will be overseen by Brooks Peck. Both initiatives in part seek to capitalize on the upcoming World Cup (Eric Fisher, SportsBusiness Journal). Meanwhile, in conjunction with Friday's World Cup Draw, adidas is unveiling the tournament's official match ball. The ball, which will be available in stores starting Friday, is nicknamed "Jabulani," which means "to celebrate" in isiZulu. Also Friday, adidas has lined up an appearance at DC's Union Station by DC United F Jaime Moreno and Dynamo MF Stuart Holden, plus a World Cup celebration at the adidas Sport Performance store in Santa Monica, California (THE DAILY).

Visa To Be Globally Focused In Its World Cup Marketing

ES-CAPE TOWN? The FINANCIAL TIMES' Roger Blitz reports with just over six months until the start of the World Cup, the "marketing drums are starting to roll." FIFA's long-term partners, including adidas, Coca-Cola and Visa, will be "more focused on the global TV audience than the South African population and visiting fans," as will the "majority of FIFA's World Cup sponsors, such as Budweiser, Castrol and McDonald's." World Cup Marketing Dir Derek Carstens said, "Take a company like adidas. The domestic market here is quite small, but they'll be leveraging this event in their big markets. The same with Budweiser, it's a small brand here, but it's a massive brand in the States, they'll be pushing this like hell." Sony South Africa Senior Manager of Brand Management Andrew Fraser, whose company is a FIFA sponsor, said, "In South Africa, the football fan is at a much lower level and doesn't have the same income. It is important that we focus on our fan base not by generating business in the short term but by positioning ourselves for the future" (FINANCIAL TIMES, 12/4).