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Road to Rio: How brands can use the World Cup to connect with fans


‘Fanatic Live’ is an opportunity for marketing industry leaders to debate topics around sport and music and develop best practice on how to connect with fans. Our fifth debate provided an exciting opportunity to discuss the challenges and opportunities faced by brands hoping to connect with Fans around Brazil 2014. Our panel featured leading official sponsors as well as heavyweight panellists representing organisations as diverse as Repucom, Mediacom Sport, Pitch, Leaders in Sport, and Supporters Direct.

Everyone agreed that this World Cup arrives with an incredible mix of sensory overload and passion which brands can leverage. However, there was a definite nervousness that Brazils ‘nation brand’ was so powerful that less sophisticated activations may rely on cliché and repetition.  Other taking points included the importance of new shared rituals driven by mobile and the value of World Cup anticipation when the emotion of hope was the main driver rather than actual results.

Our insight and research team, Fanatic will be incorporating the findings into a wider white paper which will be used to steer our clients in their planning around the what promises to be the biggest event in footballs' history. If you would like a copy please email us HERE