With the 2010 FIFA World Cup South Africa™ now fading into the memories of the global football family, FIFA and its group of elite Commercial Affiliates gathered in Sao Paulo this week to turn their attentions firmly to the next edition of the tournament, which will be held in Brazil in June and July 2014.
The 2014 FIFA World™ Cup Kick-Off Workshop marks the first official commercial event in the calendar, with FIFA and the Local Organising Committee hosting a three-day event aimed at providing the sponsors with a platform to exchange ideas and information to support their planning. In addition to various brand and marketing related discussions, delegates received updates on topics ranging from stadiums and security to communication.
The workshop was opened by Ricardo Teixeira, President of the Organising Committee, who welcomed the Commercial Affiliates, saying: "The 2014 FIFA World Cup will be a unique event and represents a great opportunity for Brazil. It will not be the same as it was in Germany and it will not be the same as it was in South Africa. It will have a local, Brazilian flavour and will show the world the many facets that this country has to offer. You will play a vital role in ensuring the success of this event.”
FIFA’s top tier FIFA Partners remain unchanged from 2010, with adidas, Coca-Cola, Emirates, Hyundai-Kia, Sony and Visa all signed up for the event. adidas, whose relationship with FIFA dates back more than 30 years, were present in Sao Paulo to continue their planning for the next edition of football’s flagship tournament. “It’s exciting to be here in Brazil to continue our preparations for 2014” said Claus-Peter Mayer, adidas’ vice-president in global sports marketing. “The opportunity to see first-hand the level of work which is already going into this event and the chance to forge strong relationships with fellow stakeholders is key to the success of the FIFA World Cup from our brand’s perspective.”
The further two levels of FIFA’s sponsorship structure for the 2014 FIFA World Cup feature some recent additions. Telecommunications giant Oi has joined the group of second-tier FIFA World Cup Sponsors, joining fellow Brazilian sponsor Marfrig and new National Supporter Banco Itaú to add some local flair to FIFA’s sponsorship family. “We were delighted to participate in FIFA´s marketing workshop” said Flavia da Justa, Oi’s communication director. “It was an amazing experience and we are motivated and excited by the marketing and communication opportunities ahead.”
The final word at the workshop fell to Thierry Weil, FIFA marketing director, who thanked the Commercial Affiliates both old and new for their commitment. He said: “We could not have organised a FIFA World Cup on the scale that we saw in 2010 without your support. It is now time for us to look forward together to the 2014 FIFA World Cup and again try to set new benchmarks for success. This workshop marks the first exciting step towards realising this goal.”
After three days of intense discussions, delegates spent the final evening relaxing and indulging in a shared passion for football by competing in a friendly football match where the new Brazilian members of the sponsor family were able to show off their nation's famous tricks and skills to their fellow sponsors.