Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, FIFA Worldcup 2006, A Kickoff for Advertisers

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Case Title:

FIFA Worldcup 2006: A Kickoff for Advertisers

Publication Year : 2006

Authors: Siddhartha Paul & Abhijit Sinha

Industry: Sports and Sports Related


Case Code: MKS0086K

Teaching Note: Not Available

Structured Assignment: Not Available

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FIFA World Cup was the largest sporting event in the world which had a global audience of more than Olympics. The advertisers were very much eager to reach the billions of possible consumers by sponsoring the event. Though sponsorship in this event required huge amount of money but still the advertisers took much interest in this event and were vying for sponsorship. The case gives an insight into FIFA’s marketing strategy with the sponsors’ overview. Moreover it deals with the stringent competition between different sponsors especially between the sporting goods giant, Adidas and Nike, with the aim of leveraging the mega event.

Pedagogical Objectives:

  • To understand the marketing strategies adopted by FIFA
  • To understand the categories of sponsorships
  • To discuss about the mileage received by each brand
  • To understand the sponsors overview
  • To discuss the promotional activities of different companies.

Keywords : World Cup 2006, FIFA (Federation Internationale de Football Association), Advertising, Promotion, Adidas, Nike, Budweiser, Yahoo, Sponsors, Branding, Coca Cola, Philips, Strategy, Marketing Strategies Case Study, Endorser, Marketing


  • FIFA marketing strategy
  • Sponsors overview
  • Battle for the world cup: War of titans- Adidas vs Nike:
  • Goals- mileage received

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