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World Cup 2010 and 2018 Advertising Campaigns Essay

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Updated: Sep 12th, 2020


Reflecting on the marketing lessons, that one can draw from the successful 2010 FIFA World Cup, allows us to look at the excellent event with perfection. The 2010 FIFA World Cup teaches business lessons about success that companies may draw from, as the 2018 FIFA World Cup nears (Veth, 2014). The opportunity allows Russia to build upon pride and patriotism to sell brand values that are unique to Russia and to mobilize the nation.

The event is a massive marketing opportunity for the hosts as a lot of money is spent on creating successful advertisements. The long-term gains of such marketing efforts often outweigh the costs. According to Veth (2014), the FIFA 2010 World Cup proves that having a touch of cultural flavor to advertisements is effective. The results of the survey show that having marketing campaigns with a hint of cultural flavor would make FIFA 2010 World Cup campaigns successful.

Marketers in the Russian FIFA 2018 World Cup should focus on culture to draw the personal feelings of the citizens towards a brand (Veth, 2014). Many Russians are anticipating the FIFA 2018 World Cup, and marketing campaigns should draw on lessons from the FIFA 2010 World Cup if their efforts are to be a success. The campaign should not depart from inclusion and happiness themes if the adverts are to have a cultural effect.

The value of social media

The 2018 FIFA World Cup is an opportunity for companies to invest in micro-blogging across sites, such as Twitter. The social media is awash with fans that use this opportunity to share the success stories of the event (Singh, 2014). Twitter, for instance, had a lot of user traffic during the 2010 FIFA event. This was an opportunity for the country to attract an increasing number of visitors to the site.

The micro-blog executed its marketing plans in a way that other companies should learn from to succeed. Companies need to think fast before their competitors beat them at marketing. In addition, companies need a social media strategy to capture the attention of avid bloggers (Horne, 2007). Maximizing online marketing is an opportunity for the country to create value proposition and a sense of identity through messaging. The billions of viewers provide the country with a good platform for getting its message to the wide audience. Russia should involve FIFA in integrating the goals of marketing efforts to enable valuable communication.

Using emotional themes in advertising

The FIFA 2018 World Cup offers an exciting global marketing opportunity, given its cumulative viewership of over 8 billion television viewers. Russia offers an opportunity for marketers to reconsider their marketing campaigns on a different scale (Frawley & Adair, 2014). Marketers of the 2010 FIFA World Cup saw the power of emotional campaigns globally. The adhesion to themes from companies such as Coca Cola reveals that emotional themes tell bigger stories. Subtly selling your concept to the community allows marketers to display their ads to the community by tying emotions to a brand before developing a story (Horne, 2007).

Further, having a brand that tugs heartstrings with happiness and nostalgia in the community allows for the creation of adverts that show stories of inclusion. This approach differs from the adverts that tell about the power of fun in bringing the community together. Companies should engage in impressive marketing that tells these larger stories, which may offer value to clients. Striving for excellence in the content of adverts allows companies to evoke positive emotions that connect with customers on a deeper level (Black, 2007). The shift from creative to content excellence in marketing campaigns will create an inclusive theme from the FIFA 2018 World Cup.

Focusing on long term objectives in campaigns

The 2010 FIFA World Cup in South Africa offers important insights into the approaches of maximizing benefits as the event’s host. The South African economy gained significantly from its period in the limelight (Davis & Hilbert, 2013). Although the economic impact of the event on the country was negligible, several industries could naturally benefit from the event. The macro-economic benefits are only realizable in the long-term, meaning that hosts have to maximize on the opportunity. The results of the survey show that majority of the respondents believe that the country will benefit in the long term if they were to host the world cup.

These results are significant to the marketing campaigns that any different country may initiate. The 2010 FIFA World Cup affirms that companies should target their audiences with marketing campaigns that do not have short-term fading effects, but target the long-term success of the campaigns (Davis & Hilbert, 2013). Thus, marketers in the 2018 Russian FIFA World Cup should focus on the long-term impacts of their campaigns. This will derive value in their campaigns as the majority of the respondents in the study support.

Creating campaigns with a community effect

The results of the FIFA 2010 World Cup reveal that the event was a uniting factor for South Africans. The respondents believe that a cultural event such as the FIFA 2010 World Cup has the power to unite citizens towards a common goal (Andrews, 2011). Marketers should embrace the view that World Cup unites citizens when making their marketing campaign themes and messages. Russia has been on the spotlight for disagreements with the West over issues such as the Crimean secession that may have brought rifts between citizens who were backing and against the effort. Citizens will embrace campaigns that take on a neutral stand and try uniting Russia for what it is.

The campaigns should show Russians and the world that even when tension and hardship abounds, football unites people across various divides. This beloved sport could strengthen the citizens’ unity during periods of disaster as a source of joy (Andrews, 2011). Having campaigns, which feature the sport, as a factor that brings the community closer together, is an emotional story that appeals to viewers in a larger dimension. Having such a heartwarming campaign that insists on playing football to create a strong community is advantageous.

Marketing Russia’s tourism

South Africans believed that the FIFA 2010 World Cup was an opportunity for more visitors to arrive in the country. The influx of visitors was a major boost to the country’s tourism industry (Frawley & Adair, 2014). In South Africa, over 3.7 million people travelled throughout the country as an average tourist spent $2,488. The windfall of this influx in tourists contributed close to $3.03 billion to the economy of South Africa.

Countries believe that hosting global events such as the world cup exposes tourism and boosts the profile of the economy, the country, and the hospitality industry (Frawley & Adair, 2014). However, it is no secret that without good marketing efforts, companies may never cash in on this opportunity successfully. Russian companies have to spend massively on their campaign efforts if they are to earn well from the event. Industries such as hospitality and construction need to focus their campaigns on images that are meant to boost awareness in the industry.

Selling Russia as an investment destination

South Africans agree that the FIFA 2010 World Cup was a major boost not only to the country’s infrastructure such as telecommunication, infrastructure, and public transport, but to its image abroad too (Veth, 2014). South Africans believed that the opportunity allowed the country to display all the best they had to attract investors, startups, and major companies. The country realized its unique position and sold itself as the image of every advert.

In essence, the adverts were selling the country as an investment opportunity and a trading destination with massive opportunities (Veth, 2014). Russia needs not shy away from showing itself to the world to build its image abroad. The event is a good opportunity for building and branding the nation. If Russia could capitalize on this marketing opportunity, the country may change the perceptions of investors and tourists about the host country. This could set the country apart, as it wins the trust of these investors and tourists. Russia should spare no effort to use this rare opportunity for raising awareness for the country.

Creating a lasting legacy through adverts

South Africans believe that they 2010 FIFA World Cup will create new jobs and boost the economy. South Africans have much more confidence in the country’s abilities than before. Hosting such a big event has the potential for drawing attention to the country’s ability in the business arena (Andrews, 2011). Since the respondents agree that the World Cup is an opportunity to create a lasting legacy that leaves residents with fond memories, adverts should also have a similar effect.

Relating adverts to memories that the country my later reflect on in the following years is important. This is why Russian companies that decide to use the event, as a marketing opportunity should focus on long-term lasting impressions of their adverts. This opportunity to launch innovative marketing campaigns will grab public attention. For instance, ESPN initiated live streaming feed of the matches to cable operators before witnessing a surge in viewership (Veth, 2014). The gambles may pay off if they are well-strategized.


In sum, a global sporting event such as the FIFA World Cup puts the reputation of the host country at stake. A good ending will attract accolades, while a poor ending with attract severe criticism. This opportunity allows Russia to promote growing industries such as tourism. As many fans throng the event to enjoy the scenic beauty of the country, marketers have the daunting task of creating adverts with long-term emotional appeals that may last alongside the memories of the fans in the host country.

The 2018 FIFA World Cup is a major facelift for the country if it succeeds in creating marketing campaigns that leave fond memories to the viewers. This paper aligns marketing stakeholders in Russia behind a similar approach to nation branding. Russia’s exposure to visitors will allow for the participation of marketers in efforts that will see the country brand itself as a nation.


Andrews, K. (2011). FIFA World CupTM 2010 in South Africa: Short- and Long-term Impacts on Tourism. Verlag: Diplomarbeiten Agentur.

Black, D. R. (2007). The Symbolic Politics of Sport Mega-Events: 2010 in Comparative Perspective. Politikon, 34(3), 261-276.

Davis, J. A., & Hilbert, J. Z. (2013). Sports Marketing: Creating Long Term Value. Massachusetts, USA: Edward Elgar Publishing.

Frawley, S. & Adair, D. (2014). Managing the Football World Cup. London, UK: Palgrave Macmillan.

Horne, J. (2007). The Four ‘Knowns’ of Sports Mega-Events. Leisure Studies, 26(1), 81-96.

Singh, R. (2014). 5 Marketing Lessons from the FIFA World Cup 2014. Econtent. Web.

Veth M. (2014). World Cup Lessons: What Brazil 2014 could mean for Russia 2018. Futbolgrad. Web.

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