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FIFA World Cup Flashback: Airtel top player of 2010, Hero Motocorp highest scorer of 2014

13-June-2018
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FIFA World Cup Flashback: Airtel top player of 2010, Hero Motocorp highest scorer of 2014

One of the biggest sporting events on the globe FIFA World Cup 2018 is just hours away and brands are making all attempts to capture the attention of the millions of fans who would be glued to their television over the next one month.

While the world waits for the grand start of the tournament in Russia, exchange4media, with the help of data from TAM, takes a look at the brands that took part in the previous two tournaments in 2014 and 2010.

In 2010, telecom player Bharti Airtel led the list of Top 10 advertisers as against Hero Motocorp in 2014.  In 2014, the Top 10 advertisers included Indian players in categories such as mobile handset, telecommunication, consumer goods, startup and bicycle manufacturing. These players were Xolo India, Tata Teleservices, Voltas, Hero Cycle and Hike. In fact, Xolo Smartphones, Hero Extreme, Hero Motocorp, Nokia Lumia 630 and Tata Docomo Photon Max were the top five advertising brands that year.

The 2010 tournament saw the participation of more Indian companies such as Hero Honda, Micromax, Spice, Bharat Petroleum Corporation, Parle Agro and Maruti Suzuki India. That year, Vodafone Cellular phone service, Nokia E72, Hero Honda Karizma ZMR, Airtel Cellular phone service and Airtel Digital TV were the top five brands. Beverage brand Coca Cola was at the ninth spot.
Sweden handset maker Nokia was the only player who advertised in both the editions of 2014 and 2010. No FMCG player made its presence felt in either of the two tournaments.

While comparing the data of FIFA tournament 2014 and 2010, we noticed that some categories were present in both the editions. These categories were cellular smartphones, cellular phone service and two-wheelers. Smartphones, two-wheelers, corporate auto, internet service provider and general internet services were the top five categories in 2014. It was more or less same in the previous edition, with just two more categories of DTH service providers and cellular phones.

This year, the FIFA World Cup is being hosted for the first time by Eastern European country Russia. And so, the timing of the matches will be suitable for Asian countries, including India. Brands will surely capitalize on this opportunity by signing up on Sony Pictures Network India. The network has roped in 14 sponsors, including Hero MotoCorp, Association of Mutual Funds in India, Volkswagen, HDFC Mutual Fund, Parle Agro, Castrol, Uber, Honda Motors, Apollo Tyres, Carlsberg, Apple, Amul and Indeed.

When it comes to worldwide sponsorship, FIFA World Cup has followed its tradition of dividing sponsors into three groups — partners, World Cup sponsors and regional supporters.

Long-term partners such as Coca-Cola, Hyundai-Kia Motors, Visa and Adidas have retained their association with FIFA. The newcomers are Middle East's Qatar Airways and Russian state oil giant Gazprom. A large contingent of Chinese brands are sponsoring the global sporting event this year, including smartphone giant Vivo, property and entertainment giant Wanda, entertainment company Luci, men’s clothing brand Diking, electronics brand Hisense and dairy brand Mengniu.

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