Business Daily
Mongolian Yoghurt and the World Cup
Jun 14, 2018
Simon Chadwick, Professor of Sports Enterprise, discusses the shift from western to Asian sponsors in the World Cup, with a focus on Mongolian yogurt. The podcast also explores the impact of social media on sports events, player influence in the World Cup, and the use of wearable technology to enhance player performance.
17:29
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Quick takeaways
- Chinese companies are investing significantly in FIFA World Cup sponsorship, capitalizing on Western brands' retreat post-2015 FIFA corruption scandal.
- Brands exploit social media conversations during the World Cup to indirectly increase brand awareness without official sponsorship.
Deep dives
Changing Landscape of FIFA World Cup Sponsorship
Chinese companies are making their mark in FIFA World Cup sponsorship, capitalizing on Western brands' retreat post-2015 FIFA corruption scandal. These companies are investing significantly due to countries like China, India, and Russia gaining economic power. Unlike Western counterparts, Chinese corporations are newer to sponsorship, with a focus on brand visibility and legitimacy.
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