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With the World Cup firmly in the spotlight, marketers from around the world have been scrambling to align their organisations with the great event. Will the tournament be a success for companies that have taken major sponsorships or will their investment show a poor return? In 2006, are ‘non-official’ sponsorships a cheaper and more effective option?

From an Australian perspective, a commercial association with soccer-now-called-football is an interesting proposition. I had always lamented the fact that football mad Aussie kids turn to other football codes after the age of 10 or 11, and that effectively Australia had no part in the World Game. But that was before the revolution, before Frank Lowy and the extraordinary John O'Neil. Finally kids have a reason to continue playing football and, if they do, our talent pool will be that much richer. Perhaps we should ban the AFL and the NRL and channel all our best footballers into the two international codes. Wonder if that would fly?

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