The 2018 FIFA World Cup has officially kicked off! And we are all looking forward to the next four weeks of entertaining (and undoubtedly controversial!) football.

For us marketeers, it is also time for some great advertising campaigns!

Advertising around major sporting events strikes up a serious bill, with a 30-second Superbowl spot reportedly being valued in the stratosphere at over $5 million. This year, industry experts are anticipating over 5% growth in the global advertising market, taking the total to a whopping £535 billion thanks to the FIFA World Cup. These events give advertisers an opportunity to promote their products/services to a seriously large group of viewers from nearly every demographic imaginable. Even if you’re not a fan of the beautiful game, the big name sporting brands will be hard to miss this summer.

One of the most exciting things about the World Cup is sure to be the innovative TV ads that run each year from major brands such as Nike and Adidas. Campaigns like 1998’s Brazilian team ‘Airport’ campaign or the 2002 ‘Footballitis Institute’ resonate with audiences because of their light-hearted nature and ability to make super-famous footballers appear ‘just like us regular people’.

But in a media-saturated 2018, the big question is: will football fans be too busy on their phones during the ad breaks to engage with traditional media?

As we move into a time where digital marketing is beginning to take over, it will be interesting to see how these brands adapt their strategic approach to make use of this huge opportunity to expose even more people to their brand on digital platforms. Now is a better time than ever for companies to embrace the power of digital and use it as a tool to drive consumers to buy into their brand.

Let us know what your favourite World Cup TV advert is – and if you’re interested in learning more about the power and benefits of Digital Marketing, let’s talk.