About Fifa
- FIFA is a football organization that is commonly known for the world cup matches.
- The laws of this association are established in the law of Switzerland.
- Its headquarters is in Zurich.
- It is governed by a congress that meets each year to make any changes to the body.
- The executive committee is comprised of the president, the general secretary and the committee members.
The FIFA structured matches
- The FIFA world cup.
- FIFA women’s world cup.
- FIFA under twenty world cup.
- FIFA club world cup.
To familiarize the organization, the club employs certain strategies
- Welcome partners to sponsor some of the matches who will also enjoy certain privileges.
- Through the internet, they advertise their events and make known their activities to their supporters.
- Official partners are free to customize their sponsorship as it seems fit for them.
- Through its activities and programs, the organization targets people from all backgrounds.
Some of its other activities include
- Suspend teams and members from international competition when need arises.
- The official mascot that enables the deep rooted fans to be associated with the game.
- The official music program that includes the anthem of a certain football event.
One of the ways that the football club gets its funding is through sponsorship programs. Whenever there is a match or a series of matches, any organization can volunteer to sponsor any part of it. The partners that sponsor these matches will have the following privileges:
- High association with the club in terms of developing its programmes.
- Taking part in the special events of the organization.
- Enjoy exclusive marketing assets.
- They have a right to category exclusitivity, they can associate with the FIFA brand, and select the secondary assets and the media exposures. These however are accorded to the sponsors of the world cup.
The football club gets its funding is through sponsorship programs. Whenever there is a match or a series of matches, any organization can volunteer to sponsor any part of it. The partners that sponsor these matches will have the following privileges:
- High association with the club in terms of developing its programmes, playing part in the special events of the organization and enjoy exclusive marketing assets.
- They have a right to category exclusitivity, they can associate with the FIFA brand, and they select the secondary assets and the media exposures. These however are accorded to the sponsors of the world cup.
The official partners of the organization include
- Adidas;
- Emirates;
- Fuji film;
- McDonalds;
- Toshiba;
- MasterCard;
- Yahoo!;
- Philips;
- Gillette;
- Telecom;
- Deutsche;
- Coca-Cola;
- Budweiser;
- Continental.
Mark registration program
- The identification marks for the authorized FIFA products have been registered and highly protected.
- The emblems of the world cup are protected through several marks in different countries to protect its products.
- The main objective of FIFA in protecting its products is because it desires to continue sponsoring the international tournaments.
Assets
- The assets of this organization mainly include official emblems, trophies, mascots and programs.
- Due to the shortage of tickets in the 2006 world cup, the fan fest concept was launched. The local cities were allowed to air the program without being charged a fee.
- The top companies were given the marketing rights of the activities of fan fest. The companies are; Coca-Cola, Toshiba, Hyundai and master card.
Current marketing strategies
The current marketing strategy is 2007-2014 and includes the following activities;
- Prospective marketing partners are categorically divided as, FIFA partner, FIFA world cup sponsor and national supporter.
- Launch its activities in emerging markets such as South Africa, china and Canada.
- Intensify its activities through the rights protection act to protect its sponsors.
- Venturing in more entertaining activities through hospitality to maintain and attract more people.
- Through the hospitality program, invited guests to the event enjoy certain privileges such as car parking, snacks and drinks among others.
References
Beech J. (2004): The business of sport management: Pearson Education.
Desbordes M. (2007) Marketing and football: Butterworth-Heinemann.
James B. (2007) Sport marketing: Human Kinetics.
Ferrand A. (2008): Marketing the Sports Organization: Building Networks and Relationships: Taylor & Francis.
Shilbury D. (2003): Strategic Sport Marketing: Allen & Unwin.