Ethos Public Relations Manchester

How marketing infiltrates football

by Rob

I doubt it has escaped your attention that the football World Cup is taking place over the next four weeks – and I for one am extremely excited about it (much to a certain director's annoyance).

The anticipation, the hope and the belief that comes round every four years for the World Cup is something that is great to be part of - especially for a Northern Irishman who has little chance of seeing his country taking part in the World Cup!

One thing that I find interesting is how suddenly so many shops, companies, pubs, etc are feeling patriotic and decking out their premises in the St George’s flag in the run up to the tournament. It is also funny to see how brands create adverts, posters, etc which try and link their brands with the World Cup in the most tenuous way. No wonder non-football fans suffer from football fatigue!

But I, for one, am loving all the adverts and it makes me even more excited for the next four weeks. I will enjoy watching New Zealand v Slovakia with a football decorated beer can in my hand. I will enjoy watching Nigeria v South Korea with a pizza that I have ripped out of football themed packaging. And I will enjoy watching Ghana v Australia eating some crisps and chocolate bars that come in football decorated wrappers.

Here is to the next month of football, football, football!

Posted at 12:17pm on 10^th June 2010