Throughout FIFA’s divisions, I believe that FIFA has created the most significant collaboration between two of its departments such as Marketing, and Communications & Public Affairs Division. Each department is in charge of developing different aspects of FIFA’s goals. FIFA’s most important goals are; creating opportunities for fan engagement, providing best experiences for fans, players and all stakeholders at events, providing up-to-date information on game time, scores, and ticket information. FIFA accomplishes this through FIFA’s web site, FIFA’s App, and all Social Media channels. Marketing at FIFA consists of many sub-divisions that include Brand & Marketing Communication, FIFA Marketing Russia, FIFA Quality Concept, Hospitality, Licensing, Marketing Alliances, Marketing Event Management, Production, Sales, Strategic Development and Ticketing. FIFA’s Marketing is committed to providing sponsors with “right packages”, promoting events to fuel fan excitement at host nations, managing premium hospitality events, creating innovative and tailor made marketing programs enhancing fan experiences, managing brand identity at FIFA and events. Communications & Public Affairs Division handles public relations, internal communications, and FIFA weekly magazine. FIFA’s digital department is in charge of FIFA.com, social media platforms, FIFA app, and video content through FIFA TV. The digital department is also in charge of the storage of data, photographs and documents. FIFA’s media department handles the communication to the media and media facility services for FIFA events. FIFA’s public affairs department handles the communication, relations and engagement with public, authorities and policymakers. FIFA has established a group to develop a comprehensive mobile and digital strategy designed to improve engagement with FIFA’s stakeholders. The work was built upon FIFA’s established platforms, including Facebook, Twitter, Instagram, YouTube, and the FIFA app, which was downloaded 30 million times around the FIFA World Cup 2014. I wonder how many times the FIFA app will be downloaded in the 2018 World Cup in Russia? In order to watch the video, FIFA has granted permission via YouTube
Prior to Social Media one of the earliest types of advertising was through word of mouth followed by engraving or drawing images on a cave wall, those images told a story, and promoted ideas. Early printing in the 15th (1401 to 1500) and 16th (1501 to 1600) centuries created a mark in advertising and companies were able to reach a wider audience. In the 18th (1701 to 1800) and 19th (1801 to 1900) centuries advertising was expanded to newspapers. One of the first advertising agencies was set-up in Philadelphia in 1842 by Volney Palmer, the agency acted as a broker for newspaper space and later on they became a full service by offering ad-placement services and a full production that organized advertising by a target market and population. In the 20th (1901 to 2000) century the radio was born and was part of a new era on advertising it offered a complete new way of reaching potential audiences. Followed by television which introduced a new type of advertising that was more visual than the previous advertising methods, by the end of the 20th century the internet was introduced to the masses and it became a valuable communication tool for businesses to advertise in a complete different way. According to Visually technology and the use of Social Media and Internet has accelerated the pace in which people are able to connect, be engaged and be informed. Below is a list of the time frame it took for various modes of communication to reach 50 million users. Telephone: 75 years Radio: 38 years Television : 13 years Internet: 4 years Facebook: 3.5 years IPOD: 3 years Angry Birds Space app: 35 days Many organizations still depend on word of mouth as the main form of communication mostly used in marketing and advertising initiatives. These companies are considered to be in the stone ages as compared to organizations that are using Social Media in a big way. A good example of a company that is using Social Media very well is FIFA. FIFA was taken by surprise in the last World Cup in Brazil when 1 billion people attended FIFA’s Global Stadium, according to the current Deputy Head of FIFA Digital. Senior Manager – Social Media & Video, Alex Stone they began evaluating the data collected from the 2014 World Cup in 2015. Based on the 2014… Read more »
FIFA’s use of Social Media such as Facebook, Twitter, Instagram, and YouTube in the Marketing process and campaigns is very bold, organized methodical and innovative for a non-for-profit association. FIFA is a non-commercial, not-for-profit association that uses significant funds in developing the game of football/soccer around the world, organizing its own international competitions and drawing up regulations for association football/soccer. This legal status as a not-for-profit association has helped FIFA to develop into a multibillion dollar company. The current partners of FIFA listed for the 2018 FIFA World Cup RussiaTM are Adidas, Coca Cola, Hyundai, KIA, Qatar Airways, Wanda group, Gazprom and Visa. The current FIFA sponsors are Budweiser, Hisense, McDonalds, Vivo, HANDSHAKE FOR PEACE, FIFA FOOTBALL FOR HOPE, and FIFA.com. If you are interested in applying to be a sponsor for the next FIFA World CupTM in 2022, please click on the following link that will lead you to FIFA’s sales department email address. Become a sponsor email address (firstname.lastname@example.org) The above listed companies dominate advertising boards, receive free tickets and have the privilege of inviting guests at special rates and have rights to use the World Cup Logo exclusively. FIFA is effectively using Digital Marketing to advertise and sell tickets for the future World Cup events, such as 2018 FIFA World Cup RussiaTM. FIFA fans can apply for 2018 FIFA World Cup RussiaTM tickets using the following link apply for tickets. Soccer fans can also check prices in US dollars by clicking check prices. Benefits to Partners FIFA’s Marketing platform reaches millions of people in over 200 countries worldwide this is done through the support of commercial affiliates providing vital services and product support for the entire event’s operations. The standard rights package includes: Use of Official Marks Exposure in and around stadiums, in all Official FIFA publications and on official website, http://www.fifa.com Acknowledge of sponsor support through an extensive FIFA World Cup sponsor recognition program Ambush Marketing protection Hospitality opportunities Advertising/promotional opportunities and preferential access to FIFA World Cup™ broadcast advertising Partners can also tailor their sponsorship according to their Marketing strategies and needs. They can individually use the official logo and create composite logos allowing them to be creative in their Marketing strategies. In order to watch the video, FIFA has granted permission via YouTube
Benefits of using Social Media Before taking a dive into Social Media channels such as Facebook, Twitter, and YouTube, businesses should create a Social Media strategy that begins by defining who their target audience is. Businesses that do not do their due diligence in creating a strategy will not be successful if they rush to set-up profiles and post without knowing their targets and what channels to use to reach their audience. According to a report published by Texas Tech University, brands who engage on social media will improve brand loyalty and businesses should use all tools that Social Media offers when connecting to their audience. For teenagers Twitter and Instagram are the most used tools in Social Media. Social Media is a great Marketing digital tool that can revolutionize outreach, visibility and marketing initiatives for small and large businesses and not too many companies are using it. Companies need to learn how to gauge how their Social Media tactics are performing and how to measure this. Currently big and small businesses are realizing the huge benefits of Social Media and its increasing importance in the race to stay relevant and attract new customers. Prior to the age of Social Media, many years ago “the Secretary” was the first point of contact between companies and customers; today that role is replaced by websites and the Social Media revolution. 2014 FIFA World Cup™ FIFA awarded Brazil to be the host of the 20th FIFA World Cup™ on October 30, 2007, as a global event the preparation of a FIFA World Cup™ began many years before the tournament, some of the key topics that a host country must review are, infrastructure of the stadiums, transportation, logistics of the event, and to create a brand. FIFA’s Social Media Explosion In order to provide a worry free web user experience of the World’s greatest sporting event to a demanding, global digital World Cup audience FIFA created a Global Stadium. FIFA’s key scope was to increase global audience, reach and enhance engagement of all FIFA’s platforms, using FIFA.com. Global stadium a revolutionary and innovative live social internet hub that is available throughout tournaments at FIFA.com and FIFA App. Fans were able to get closer to the action during Brazil 2014. The Global Stadium provided a singular destination to FIFA fans and created a great reach across the planet. With Billons of hits on Social Media Channels generated… Read more »
Adidas’ and FIFA’s relationship dates back 47years, and since 1970 Adidas has been supplying the official match ball for all FIFA World Cup™ matches. The partnership was recently extended until 2030 granting adidas the Official Partner, Supplier and Licensee rights for the FIFA World Cup™ and all FIFA events until 2030. The announcement was made during a ceremony in Moscow by Thierry Weil, FIFA Marketing Director and Herbert Hainer, Adidas Group CEO. Adidas wants to preserve its position as the number one seller of soccer gear worldwide. In 2010 Adidas, was the first and only outfitter and licensee to disclose the list of suppliers/factories involved with the production of World Cup products of the 2010 FIFA World Cup South Africa™. Adidas Supply Chain Structure Adidas is currently outsourcing most of the production to more than 1,000 independent factories from around the world. Adidas products are manufactured in 63 countries and supply chain is global and multi-layered with different types of business partners, some are directly contracted factories, while others are not. The top five countries per region and by number of supplier sites in 2016 were: The Americas (26%): United States, Brazil, Argentina, Canada, and Mexico. Asia (64%): China, Vietnam, Korea, Indonesia and Japan. Europe, the Middle East and Africa (10%): Germany, Turkey, Italy, Spain and South Africa. The Power of Social Media and Supply Chain Management Adidas has launched a #allin campaign on Twitter. The official World Cup 2014 soccer ball named the Brazuca was given its own Twitter handle (@brazuca) generating over 139,000 followers. The Adidas Football YouTube channel has 350,000 subscribers and is host to various videos showcasing Lionel Messi, featuring the new Battle Pack cleats that were launched in conjunction with World Cup content. One of the videos features the Brazuca that was fitted with cameras into the ball that was sent on a World Journey. In 2014 World Cup in Brazil the Adidas football Facebook page had over 17 million likes, containing pictures promotions, video links. Some of the promotions included signed soccer balls by designated players that could be won by customers by following Adidas soccer related Twitter accounts. This was a way for Adidas to connect to their customer base, fans and anyone interested in Soccer. Adidas is using Social Media to Improve Supply Chain Management The Sports Retail Industry is a highly competitive market and it is very important for companies to… Read more »
Goal or No Goal! One of the most prominent incidents in 2010 World Cup that precipitated the need for goal-line technology was a goal incident that happened between England and Germany match. When England and Germany were part of the second round match, Frank Lampard the English mid-fielder, kicked the ball towards the goal, and the ball bounced off the crossbar and bounced back out to the field of play. Video replay was the only means to check whether the ball crossed the goal line back in 2010. Video replay was only used by media, sports commentators and not used as a tool by referees to decide “on goal or no goal”. Sepp Blatter FIFA President, after watching the game and replay from the stands he agreed that when the stakes are this high, justice outweighs tradition, germinating the idea of the need for Goal-Line Technology (GLT) especially for soccer World Cup events. Goal-Line Technology would remove any doubt about whether a goal has been scored. Why do we need Goal-Line Technology (GLT)? GLT is to support match officials in their decision making during a soccer match as the speed of the game and their position on the field of play may not allow them to make the proper call during games. The human eye can only handle approximately 16 images per second, so the ball will need to be behind the line for at least 60 milliseconds. In some cases the ball is only behind the line for a few milliseconds before a player kicks it back or it rebounds back into the field of play. When this happens the human eye cannot see whether the ball has crossed the line. The human eye can detect balls with a speed of 12km/h or less. Players these days are able to kick a ball with the speed over 120km/h – this would be undetected by the match officials. Goal-Line Technology was Approved Goal-Line Technology (GLT) was approved for use in football by The International Football Association Board (The IFAB) in 2012. Referees no longer have to decide themselves whether the ball has crossed the line or not without technical assistance. After 9 months of testing in England, Germany, Hungary and Italy, at a meeting in Zurich on 5 July, 2012 decided to introduce Goal-Line Technology into football. Of the 8 companies that participated in the first round of tests, only… Read more »
Ontario Soccer is one of the oldest sports organizations in Canada founded in 1901 with over 500,000 registered participants. Ontario Soccer provides leadership, advancement and development opportunities for players, coaches, and other stakeholders. Ontario Soccer is a member of Canada Soccer and is a member of FIFA the world governing body of soccer. Ontario Soccer has 21 district offices and several associate members within regional and provincial leagues. The Ontario Soccer headquarters is located in Vaughan Ontario, with indoor and outdoor soccer facilities. From my experience many years ago customer engagement with soccer associations including Ontario Soccer was done mainly through face to face encounters, with prospect members/customers this included players, coaches, match officials, and soccer clubs. Customer Engagement was done primarily through meetings, distribution of flyers, and events such as soccer tournaments. Presently customer engagement has changed drastically with the use of Social Media channels such as Twitter, Facebook, Instagram and YouTube. Additionally the Manager of Communications at Ontario Soccer reported they also use Tweetdeck, Hootsuite and Meltwater.
The Fédération Internationale de Football Association (FIFA) was founded on May 21, 1904 in Paris by delegates from several European countries including Belgium, Denmark, France, the Netherlands, Spain, Sweden and Switzerland. FIFA is currently based in Zurich and is an association governed by Swiss law. It has 211 member associations and its goal is the constant improvement of football world wide. FIFA is a not-for-profit community of football associations. The headquarters of FIFA in Zurich is the home for 270 million players, coaches, referees and other soccer participants and enthusiasts around the world. The founders created the first FIFA statutes to unify ” The Laws of the Game” to make it fair and clear to all players and set the foundation for all future football development. FIFA’s use of Social Media globally is a way for them to connect globally and instantly to all stakeholders including, fans, professional and non-professionals players and soccer clubs. As excitement continues to build for the 2018 Soccer World Cup in Russia, games broadcasted on TV, radio, news reviews, newspapers articles, are currently focusing on scores, teams advancing and major upsets of teams that did not qualify. FIFA is doing a great job through social media at keeping people up to date on the ranks of how countries are progressing in their soccer (also known as football) qualifying endeavors. Information is being updated in a timely basis as one can log into FIFA’s site to obtain all required information on countries successes. FIFA is well positioned with most external Social Media engines such as, Twitter, Facebook, Instagram, YouTube and LinkedIn. In 2013 FIFA joined Facebook and by April 2014 they reached over 280M users, FIFA joined Twitter in mid-2010 and had over 7M followers by June 2014, FIFA created an Instagram account in June 2014 for the 2014 World Cup within its first 18 hours accumulated 28,000 followers. Here are some current Analytics found in FIFA’s Social Media websites. Current Twitter stats: Tweets 65.7K, following 829, followers 11.4M, likes 123, list 15, moments 37 Current Facebook stats: Likes 3,440,829, follow 3,431,095 Current Instagram stats: posts 5,047 followers 4.9m, following 1,122 Current YouTube stats: subscribers 1,826,075 Current LinkedIn stats: followers 59,708 In order to watch the video, FIFA has granted permission via YouTube Picture of FIFA Headquarters in Zurich