The 2022 World Cup is a marketing goldrush, with top brands splashing an estimated $10 billion on ads and sponsorships. It's no wonder – three billion people tuned in to the last tournament, making it one of the most-watched events on the planet. Brands are scrambling for a slice of this massive audience, but they're not just fighting for eyeballs – they're also navigating FIFA's strict rules on commercialisation.
In the US, even the iconic logos of major brands have been covered up in some stadiums. At Levi's Stadium, the 49ers' home turf, the usual branding has been obscured to comply with FIFA's rules. Even everyday items like Heinz ketchup packets have been taped over in media rooms – it seems no stone is left unturned in the quest for brand neutrality.
But some brands are thinking outside the box. Levi's, for instance, has cleverly covered its logo while maintaining its distinctive look and feel. It's a move that's won plaudits from industry insiders, who are hailing it as 'jeanius' – pure branding brilliance. SoFi Stadium has taken a more minimalist approach, covering up its branding with a subtle sheet.
The introduction of hydration breaks is another key opportunity for brands to get in on the action. Officially introduced by FIFA to combat the heat, these three-minute pauses have become prime time for advertisers – and not just any old ads, either. US broadcasters are reportedly raking it in from selling ad space during these breaks, with Fox earning hundreds of thousands of dollars per interval.
Back here in the UK, ITV is using these breaks to great effect – featuring expert analysis from the likes of USA women's manager Emma Hayes. But for advertisers, these slots represent a whole new frontier – and one that's ripe for exploitation. Will we see sponsored hydration breaks become as big as they are in cricket? Only time will tell, but one thing's for sure: this World Cup is shaping up to be an advertiser's dream come true.