Across all media platforms, over four billion people are expected to tune in for the forthcoming World Cup in Brazil. With so many eyes and ears concentrated on one event, the opportunity presented to marketers for pushing their brand in front of a captive audience is huge. 22 of the world’s biggest brands paid FIFA a collective $1.6 billion (just under £950 million) to become official sponsors of the tournament.
However, in a Q&A with Marketing Week, Jared Regan, the UK and Ireland brand manager at Gillette, suggested that the World Cup offers a plethora of marketing opportunities for non-sponsors too. Is he right? And if he is, what can non-sponsors do to make the most of their World Cup marketing strategies?