The Socceroos are on the verge of qualifying for the FIFA World Cup. If they beat Uzbekistan next Wednesday (1st April) and other results go their way then South Africa 2010 here we come.
There is no doubting the popularity and strength of the Socceroos brand. How many other brands can unite the nation with as much passion and excitement as this mob? Who else can pack out bars at 3am on weekdays? Who else inspires people to hang flags from their car windows, to wear yellow, and to hug total strangers in the street?
Along with the Olympic Games, the FIFA World Cup is the biggest sporting event on the planet. It only comes around every four years, but when it does, it’s a huge deal. Before the last World Cup, a lot of Australian’s didn’t know the names Mark Bresciano, John Aloisi, Mark Schwarzer and Tim Cahill. Now they do and they are superstars.
So how will Australian brands leverage Australia’s participation in the 2010 World Cup? Well, some will spend all their money with the broadcaster (SBS), some will partner with the FFA and others will align themselves with individual Socceroos and a few will do all of the above.
For those looking to sponsor individual players, keep in mind the category restrictions with FFA partners and also be aware that many Socceroos are based overseas in the lead up to the big event. That means agreements that are heavily appearance based won’t work, rather agreements that use the intellectual property (IP) of the athlete are best (think TVC’s, on pack branding, consumer promotions and print ads). But remember, non FFA partners cannot use Socceroo IP (team uniform, the word Socceroos etc).
If you’re a brand with the budget to be involved with the Socceroos or it’s players then lucky you. Just make sure that you understand what rights you have before you enter into any agreement.
