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FIFA World Cup Products and Marketing - Trend Overview, Consumer Insight and Strategies

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  • 23 Pages
  • December 2022
  • Region: Global
  • GlobalData
  • ID: 5748359
The report looks into how brands over the world are promoting the World Cup with their products.

The World Cup is one of the biggest events on the calendar for brands. Undeniably the event has a huge impact on revenue and brand awareness for sponsors and other companies marketing their products and services during the period. Despite some hesitation over ethical dilemmas at this year's competition in Qatar, most brands have found innovative methods of marketing, targeting at-home consumption occasions in particular.


  • Sponsorship of the tournament valued at a combined total of $1.708 billion this year.
  • Younger consumers are more likely to be engaged with the marketing surrounding the FIFA World Cup.
  • Due to the high visibility and engagement with World Cup advertising, it is crucial brands use careful messaging.
  • The few brands that have taken a stance against the World Cup have made little impact on their revenue or reputation.

Reasons to Buy

  • Investigate the consumer behaviors driving the marketing campaigns for this World Cup.
  • Examine how interest in marketing World Cup products varies by region.
  • Discover how companies are reacting to the event with their product portfolios.

Table of Contents

  • Context
  • Consumer insight
  • Brand strategies
  • Take-outs
  • Appendix

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

  • Coca-Cola
  • Lucozade
  • Budweiser
  • KFC
  • McDonald's
  • Burger King
  • BrewDog