World cup is organized every four years and it is the most popular sports event in the world. There is an approximation of 3.5 billion fans around the world will put their eyes focus on this game. World cup has a huge impact on the sales of alcoholic drinks, food and beverages, take-away food service, sales of televisions, sportswear retailers and gaming industry. The research had shown that linking your brand to world cup can help you to boost your brand awareness and increase sales. Therefore, many sellers try to take advantage of huge interest and high profile of this event by creating a commercial association and seeking promotional exposure to associate their products or brands with the world cup.
However, if you are not the official sponsor of this event, linking your brand directly or indirectly with world cup may result in infringement of intellectual property. The worse scenario is you might face a lawsuit from Fédération Internationale de Football Association (FIFA). What should you do to avoid such situation from happening? In this article, we would like to share with you the do’s and don’ts when promoting your products during the world cup tournament.
13 World Cup trademarks we shouldn’t use.
1. The official marks associating with the world cup tournament
2. Official emblems
3. Official trophies
4. FIFA, corporate mark
5. The official mascot for the event
6. Word marks like 2018 FIFA World Cup and FIFA World Cup
7. Host City Specific Compositions
8. Background layer
9. Official fan fest logos and
10. Official match ball.
11. The hashtag like #Worldcup
12. World cup ticket for promotion
13. Competitions or games related to world cup
What can i do?
You should be creative in using multimedia to draw excitement of your audience and you can sell merchandise with general football terms or national flags without any official mark of the world cup. Of course, there is not the end of our article.
Here are some online marketing ideas for world cup
1. Launch a flash sale
You can offer a special discount for foods and beverages, sport related products, and souvenirs or fashions related to world cup to boost your sales.
2. Buy and win contest
Participants must spend a minimum amount of purchase in your online store to participate in the contest.
3. Same color for special discount
Create a promotional campaign by asking customers to upload a photo with selected football team jersey on the day of the football match to get a special discount when purchase.
4. Free gift for purchase
Use your creativity to come out with a special and unique design gift as a collection for customers to purchase.
Hopefully, these tips will help you to plan for a world cup marketing campaign.