2030 World Cup: Sponsorship Opportunities Across Continents
|The governments and football federations of Argentina, Uruguay, Paraguay and Chile launched on Tuesday in Buenos Aires the official candidacy to host the 2030 World Cup(Image-Getty)
Holding the 2030 World Cup in six countries is anticipated to present logistical challenges, but sports marketing experts suggest that the prospect of a tournament spanning three continents will be regarded as a significant opportunity by sponsors and advertisers aiming to expand their global reach.
FIFA recently awarded the hosting rights for the 2030 World Cup to Spain, Portugal, and Morocco, with Uruguay, Argentina, and Paraguay set to host three matches to commemorate the tournament's centenary.
Sports marketing expert Bob Dorfman, who serves as the Creative Director at Pinnacle Advertising, acknowledged that the multi-country approach may create challenges for players and fans attending the games. However, he highlighted the substantial advantages for advertisers. Dorfman explained, "It's going to be a mess for the players and for anyone who wants to attend games. But for advertisers, it may be an opportunity because they now have three continents in which they can build their market."
The global appeal of the World Cup aligns well with sponsors seeking to extend their reach worldwide. Dorfman also noted the potential for newer advertisers to target specific regions while considering broader expansion. For instance, South American companies might concentrate on the three games in their region but may also aim to establish a brand presence in North Africa or Europe.
Victor Matheson, a sports economist at the College of the Holy Cross, praised FIFA's approach to the 2030 World Cup, describing it as "extremely well done." Matheson suggested that sponsors likely view this tournament more favorably than the controversial decision to host the 2022 World Cup in Qatar.
The Qatar World Cup faced criticisms related to allegations of corruption, human rights violations, and strict controls on alcohol. The 2030 proposal, set to be hosted by Spain, Portugal, and Morocco, is seen as a more appealing and secure choice for sponsors, given these countries' strong reputations.
While Morocco, like Qatar, is an Arab nation with a Muslim-majority population, it is considered more liberal and open to Western lifestyles. The country's tourism industry has been thriving, and it is expected to surpass pre-COVID revenue levels. Sports marketing expert Vijay Setlur pointed out that Morocco's approach is likely to be less restrictive, with a focus on refurbishing existing stadiums rather than extensive construction projects.
Despite criticism from climate experts regarding the environmental impact of a multi-continent tournament, it is expected that the scale and excitement of the World Cup will take precedence for sponsors and fans, ultimately leaving a lasting impression based on the tournament's sporting achievements.