MARKETING SOCCER
Soccer has a reputation globally as “the beautiful game” and also as “the world’s sport.” It has grown its popularity in the United States and around the world over the years. Professional soccer clubs are now embracing global marketing to increase their recognition. Various strategies are set to aid the global marketing of soccer teams and leagues.
Soccer clubs are recruiting personnel of different nationalities. Team USA in 2014 world cup had one Norwegian player, one team member from Iceland, and the coach with several other players were Germans. This built interest in the team from various parts of the world. Teams and players also interact with fans worldwide through social media and websites, for example, Real Madrid, which has over 64 million likes on Facebook. The International Federation of Association Football (FIFA) is also trying to increase the popularity of the game. They are promoting the sport in emerging markets; Africa and Asia; through advertisements, partnerships, television rights, and sponsorships, which also is earning them revenue. Don't use plagiarised sources.Get your custom essay just from $11/page
FIFAs revenues usually start decreasing after the world cup, and counteracting this, they have launched a new global fashion trend to maintain the soccer interest between the world cup tournaments. The United States is one of its main markets being targeted. TAG launched the FIFA cloth line in 2010, but their plan was short-lived. One of the reasons was because there was a global economic crisis. Due to partnerships, TAG had many restrictions, and people viewed FIFA more of an organization than a brand; moreover, building a brand required much time, which was against their expectations.
Fashion brands are now using footballers to market their products, given the popularity of the game. Adidas featured David Beckham in their adverts wearing branded merchandise, and also Neymar Da Silva was signed with Nike alongside Wayne Rooney and Ronaldo. Adidas has been designing the world cup ball since 1970, which has helped build its name as a brand. The marketing of soccer has popularized the game and has also helped market merchandise used in soccer.