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Coke, Budweiser, Nike Keep Activating Around FIFA World Cup Despite Protests In Brazil

Coca-Cola, Budweiser and Nike have "launched brand experiences for World Cup fans unperturbed by the protests," according to Julie Ruvolo of AD AGE. Just behind Maracana stadium, Coca-Cola has "unveiled a four-story house where visitors check out the view from the roof, peek in on the Coca-Cola.fm studio, strap into a virtual experience scoring the winning goal on the field, and of course, browse the gift shop and pick up a free Coke on their way out." Visitors are "let in 22 at a time and guided through the house from roof to gift shop in timed increments." The main attraction is "the locker room, where you buckle your seat belt, put on Coke goggles, and enter a virtual reality of cartoon soccer players heading onto the pitch to the roar of thousands of cheering fans." All this is "followed up by the requisite product placement," including Powerade during a break and bottles of Coke afterward. Meanwhile, Budweiser has "done a full takeover of the beachfront Hotel Pestana, installing massive flatscreens over the hotel entrance and rooftop pool, blanketing everything black and red, and building out lounges on three floors." The only people "allowed to join the party are guests of Budweiser, including all hotel guests over the 32 days of World Cup." The brand has "so far hosted parties featuring Fat Boy Slim, Nicky Romero and June's Playboy Playmate of the Month." Nike, which is not an official FIFA or World Cup sponsor, has "taken over a massive warehouse in Rio's port area for Casa Fenomenal, a hypercolor mish-mash of futsal tournaments, foosball, Xbox One FIFA14 games, dribbling competitions with a real-time scoreboard, passinho (dance craze) battles and live shows every Saturday night of World Cup" (AD AGE, 6/17).

SOCIAL STUDIES
: Budweiser’s #ManoftheMatch hashtag on Twitter had its biggest day on Monday, with 2.3 times as many tweets as the previous four days of the World Cup, according to an analysis of social media by Atlanta-based consulting and marketing firm CSE. The largest volume of tweets with the Budweiser hashtag occurred during the Germany-Portugal match. Meanwhile, Degree, which is a sponsor of the U.S. men’s national team, used a live guest tweeter during the U.S.-Ghana match. Former USMNT player and current Fox Sports analyst Brian McBride was live tweeting throughout the match, and the company’s feed ended up with 75 tweets for the day. Prior to that, @DegreeMen had averaged around four tweets per day from June 1-15. Nike Soccer also was tweeting during U.S.-Ghana, and during the middle of the match tweeted out “#RiskEverything for redemption. #usmnt,” along with an image of U.S. forward Clint Dempsey. The tweet generated over 15,000 engagements, more than double any other tweet from the feed since the start of the World Cup (CSE).

TNT’s Stan Van Gundy, ESPN’s Tim Reed, NBA Playoffs and NFL Draft

On this week’s pod, SBJ’s Austin Karp has two Big Get interviews. The first is with TNT’s Stan Van Gundy as he breaks down the NBA Playoffs from the booth. Later in the show, we hear from ESPN’s VP of Programming and Acquisitions Tim Reed as the NFL Draft gets set to kick off on Thursday night in Motown. SBJ’s Tom Friend also joins the show to share his insights into NBA viewership trends.

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SBJ I Factor: Molly Mazzolini

SBJ I Factor features an interview with Molly Mazzolini. Elevate's Senior Operating Advisor – Design + Strategic Alliances chats with SBJ’s Ross Nethery about the power of taking chances. Mazzolini is a member of the SBJ Game Changers Class of 2016. She shares stories of her career including co-founding sports design consultancy Infinite Scale career journey and how a chance encounter while working at a stationery store launched her career in the sports industry. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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