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The World Cup in Germany in 2006 was the most watched television event ever, with FIFA’s figures projecting average audiences of 1.2bn per match. In comparison the next biggest event, the Super Bowl, received an estimated 200m viewers.

Football is the only truly global sport. It crosses borders and barriers bringing people together (and dividing them!) like nothing else. No other sport evokes such vociferous support from so many nations around the world.

Consequently, it also represents the most far-reaching marketing and sponsorship platform. There is no other event, sporting or otherwise, that enables you to reach such a truly global audience. The World Cup is the captain of all branding events.

FIFA understands this. As holder of the rights to this flagship event and all corresponding trademarks, the organisation manages an extensive marketing programme. 

In terms of structure, an official association with FIFA represents a two-pronged approach - sponsors can promote their brand on a global basis, and target local markets at the same time.

Together with the official broadcasters delivering TV and radio coverage, the sponsors and licensees also support the staging and promotion of the event. They are the only commercial entities allowed to claim direct association with FIFA as well as use the trademark on products for promotions, advertising and marketing.

However, the market is undeniably saturated. Although revenues for the FIFA World Cup in Germany in 2006 were the highest ever, understandably, those for South Africa in 2010 are expected to fall.

Nonetheless, there are no shortage of sponsors lining up to lend their name to the competition. FIFA, as you’d expect, selects carefully those it chooses to work with.

The forthcoming World Cup in South Africa has 6 official partners (Adidas, Emirates Airlines, Coca-Cola, Sony, Visa and Hyundai) and 6 official sponsors (Budweiser, Castrol, Continental, MTN, Satyam and McDonalds), not to mention countless trademark related partners.  

FIFA also understand their susceptibility to the exploitation of image and marketing rights. They have, therefore, released marketing and advertising guidelines for affiliated and non-affiliated businesses wanting to cash in on the 2010 World Cup in South Africa.

These guidelines relate to the use of the FIFA logo, emblem, slogan and event titles, as unofficial and unauthorised use of these official trademarks can jeopardise the organisation’s revenues for future events. 

As well as commercial branding, the World Cup also serves as a means through which the host nation can change its own international perception. Being chosen as the host provides an opportunity for a country to develop infrastructure. In fact, the opportunity to develop stadia, transport and tourism infrastructure is a crucial factor in the selection process.

Germany was seen by many as the best run World Cup ever. Both on and off the pitch things went better than could have been expected. The football was excellent, the country projected a positive image and tournament generated record revenues.

The challenges for the forthcoming tournaments in South Africa and Brazil will be different, but ultimately the goals are the same: to put on a safe, friendly and profitable tournament that projects the host nation in a positive light. Easy.