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SBD/Issue 185/Sponsorships, Advertising & Marketing
European Retailers Offer Promotions Tied To World Cup Results
Published June 9, 2010
Some European retailers "have offered to repay customers for purchased television sets, cars, road navigation systems and vacation trips" depending on which national team wins the FIFA World Cup, according to Julia Werdigier of the N.Y. TIMES. British bank Nationwide is "offering higher interest rates on a bond if England wins the tournament." The company said that the four-year “Football Bond” pays a "fixed rate of 4.15 percent a year, but 4.65 percent if England wins the World Cup." French retailer Carrefour has offered to "refund the cost of some flat-screen televisions if the national team wins," while Toshiba has hired Sky Sports' Chris Kamara to "advertise the same offer for televisions and laptops in Britain." GPS maker TomTom is "promising to refund money to customers on specific purchases in nine countries, including Germany, Mexico and Spain, if their respective team wins." Meanwhile, Slovenia's tourist board joined with some British tour operators to offer 25%, 50% or 100% "refunds to anyone booking a trip depending on how far the Slovenian team advances in the tournament." In Germany, Mercedes-Benz "promises customers agreeing to a car lease a discount if Germany wins the World Cup." British retailer Currys has offered to pay £10 (US$14) "for every goal England scores to any customer who spent" at least £599, or US$867, on a TV. Werdigier notes most of the promotions "end before the tournament starts" on Friday and many companies "hedged their risk" (N.Y. TIMES, 6/9).