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FIFA IS IN THE AIR

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Shamsuddin Jasani, Managing Director, Isobar India

Cricket is considered synonymous with sports in India. There is a new love emerging though, and that is football. In 2017 FIFA U-17 World Cup (a biennial international football tournament contested by men’s under-17 national teams) was hosted by India for the first time, and it was also the first Asian hosted U-17 World Cup since 2013. The attendance for this World Cup was a record 1,347,133 surpassing China’s 1985 edition, which had 1,230,976.

Over the years Football seems to have captured the attention of filmmakers too – Bend it like Beckham, Dhan Dhana Dhan Goal and Football Shootball Haaye Rabba, were much appreciated and had quite an impact.

FOOTBALL FEVER

June promises to be an exciting month filled with Football and Fun. The 2018  FIFA World Cup  begins on 14 June in Russia. Even Indian Prime Minister Modi, who is in Russia for the first informal summit with President Putin, mentioned that the world is eagerly awaiting the sporting event. “The entire world is eagerly waiting for the FIFA World Cup 2018 and you are going to organize the event. You will be at the center of the world’s attention and I congratulate you for that,” said Modi congratulating Putin.

It’s not just World leaders and filmmakers, football fever is gripping Brands too.  Marketers are gearing up to take advantage of this month of football. We will be bringing you news about new and interesting FIFA brand associations but for now here’s a look at some that stood out

TWISTER- TOURISTER

American Tourister is a brand of luggage owned by Samsonite. The brand has played it smart by roping in the giants of sports, ‘Cristiano Ronaldo and Virat Kohli’ as brand ambassadors. When Ronaldo and Kohli start talking – the world takes notice.

MESSI GEARS UP

TATA Motors and Lionel Messi have quite an old bond. The tie-up was the first time when the footballer was endorsing an Indian brand.

MO SALAH ‘SOCIAL ON SOCIAL MEDIA’

Digital platforms and social media have been important for sustained consumer engagement. Egyptian Mohamed Salah, the leading African footballer with the highest followers on Facebook, Instagram and Twitter is a marketers delight. He continues his association with Pepsi for the third year. #LOVE IT. LIVE IT

Russia will be hosting the 2018 FIFA World Cup and Qatar the 2022 World Cup. India?

 

Inputs- Anam Khan

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