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Tag: Fifa

  • Goal Play: Betting on the Beautiful Game

    The heat is on! As 9 June inches closer, the decibel levels around the Fifa World Cup are definitely on the rise.

    In India, it is thanks largely to the kind of drumming ESPN Star Sports, adidas and Coca Cola are doing.

    There‘s no denying, however, that fascination for football in India is still only for the international game and hence the moolah that is being spent here is like a drop in the $1+ billion global marketing ocean of Fifa.
     
    Brands that have associated with the World Cup as official partners are Coca Cola, Philips, Toshiba, Gillette, Emirates, Hyundai, Mastercard, Avaya, Budweiser, Yahoo!, Fujifilm, adidas, McDonalds and Continental Inns. In India, the most activity has been seen by Coca Cola, adidas and of course ESPN Star Sports, which is the official broadcaster. It‘s no rocket science that brands will get their ground activation rolling in soccer crazy states like West Bengal, Goa and Kerala as the World Cup nears.

    The numbers that Indiantelevision.com tried to get around the spends brands have allotted for the globe‘s most widely watched and highest revenue generating sporting event are varied but on one issue there is no argument. That when it comes to comparisons with India‘s national obsession cricket, it is a no contest.

    “If you look at football as a TV game, it‘s not so friendly for advertising with its limited break time. So as far as advertising opportunities are concerned there‘s limited supply, let‘s say 25-30 spots to be sold in a match. In that kind of scenario, the sponsors or brands who are interested in the game are looking for association-value with such a big international game, and the hype around it, rather than actual exposure and GRPs,” says Madison Media Infinity COO Ajit Varghese.
     

    According to industry sources, four to five brands (not necessarily all Fifa partners) are pumping in Rs 100 million only on ground level activation around the World Cup. “Some brands are also planning corporate soccer tournaments in select cities to build on the excitement,” one of them aver.

    Varghese feels that brands that are interested in being associated with a big international game like Fifa will set aside anywhere between 5 – 15 per cent of their budgets for the month-long event.

    Says Mahesh Ranka, general manager of Starcom‘s sports marketing division Relay Worldwide, “adidas has rolled out its +10 campaign. I would assume that they are not spending more than Rs 10 – 15 million on the ground activation in India.”

    Lodestar national media director Nandini Dias remains conservative on the kind of spends that brands will be shelling out for the World Cup. “I think at best the spends will compare to a single One Day International (ODI),” she says.

    While globally, the Fifa World Cup is more than a Rs 450 billion ($1 billion) marketing phenomenon, the India estimates range between Rs 225 – 450 million.

    According to Group M business director sports Sandeep Goel, total spends that Fifa can generate in India across different media would be in the region of $ 10 million (Rs 450 million). The money would come from TV, merchandise, ground activation, promotions etc. “Out if this, 80 per cent of the revenue will come from below the line and non traditional,” says Goel.

    Dias, on the other hand says she would be surprised if TV + press + radio gets more than Rs 400 million.

    Avers Varghese, “It looks like the projections this time are much higher than any of the previous World Cups, thanks to the interest and viewership it generated last time. Even TV penetration has substantially gone up since the last World Cup. My guesstimate would be somewhere between $5-7 million (Rs 225 – 315 million) from advertising,” he says.

    The general consensus is that most brands will associate with the World Cup to ride on the viewership that it will garner. While four years back, Ten Sports, which had just launched at that time, managed good ratings for Fifa; this time round the expectations are much higher.

    “Only ground sponsors will be able to leverage this event to the maximum viable limit. Others are using this as a major event to ride on the viewership. Fifa is always a big event for any marketing company targeting sports loving audiences,” says Goel.

    Initiative president and Lintas Media Group associate director Kartik Iyer says, “Depending upon the global position of various brands, investment requirements in certain regions and seasonality; a few brands have taken on positions on football. For instance, Coke India has been reported to have committed Rs 60 million to the World Cup campaign in India (inclusive of the event sponsorships). Apart from this Airtel and adidas are planning big too. Hyundai Motors is the official automobile sponsor and has branding space on the referees and officials. They have provided about 1,250 Hyundai cars for the world‘s biggest football gala.”

    However, as Varghese says, “The fact remains that the organised game, support, competition, star worship and last but not the least, money is just not there in India. Also football in India is seen as a game which attracts larger sections of lower SECs and lower town class profiles.”
  • Avaya provides converged communication network for Fifa

    Avaya provides converged communication network for Fifa

    MUMBAI: With 64 matches over 31 days, mobility will be critical to maximise productivity and efficiency for journalists, Fifa employees and volunteers at the World Cup. Avaya is building a converged communication network that will enable the estimated 15,000 media covering the tournament, to provide the most up-to-date information and images to fans, giving those in attendance and at home the closest to real-time Fifa World Cup experience to date.

    It will also give Fifa personnel and volunteers who will be working the event, the mobility they need to make them more productive.

    Avaya head of IT for Fifa Mike Kelly said, “With billions of fans watching around the globe and the media using our networks to transmit photos and information instantly — we cannot compromise on performance. We require our employees to be easily contactable whenever and wherever we need them. Avaya’s solutions will help us to redefine how our employees and stakeholders can work around the World Cup.”

    The media covering the 2006 Fifa World Cup will require up-to-the-minute and accurate information to satisfy the public’s need for near-instantaneous information through online portals, broadcast and other media. A series of wireless local area networks (WLAN) in some of the stadiums, will give the press complete mobility within these environments.

    Photographers capturing game time action and analysts transmitting match statistics can now use their approved devices such as wireless laptops to reach Avaya Wireless Access Points from anywhere in the stadium — without having to move from their match position.

    Photographer John Sibley of London based Action Images said, “I have specialised in football photography since 1991, and one of the great things about covering Fifa competitions is the way that technology has made me much more efficient. Historically, photographers covering the Fifa World Cup used conventional film cameras. The film then had to be taken to the stadium’s media centre, developed, scanned and uploaded — taking up to 45 minutes. Now, with digital cameras I can transfer images straight to my laptop and transmit them directly over Fifa’s network. Now, this can take less than 60 seconds and fans can see photographs in near real time.”

    In addition, the converged communication network that Avaya is supplying for the Fifa World Cup will incorporate key mobility features such as Extension-to-Cellular that will maximise productivity and efficiency of Fifa employees, volunteers and executives working at the World Cup.

    In order to ensure smooth running of the 31 day 2006 Fifa World Cup Germany competition, it is especially critical for members of the Fifa and Avaya staffs to remain in constant contact. In order to reduce the time spent trying to find and contact people, Avaya integrated and installed the Avaya Extension-to-Cellular application which allows individuals to be reached on a single telephone number, wherever they are.

    For example, office calls can be automatically routed to any mobile device along with key capabilities like conferencing and transferring. Furthermore, if the call cannot connect it will return to the office voicemail — meaning it is no longer necessary to have multiple mailboxes.

    Fifa personnel will also have a single interface to access their voicemails, emails, directories and more, allowing them to check, store and manage them from any phone or laptop with Avaya’s Modular Messaging.

    Since becoming a Fifa World Cup partner in 2001, Avaya has worked with Fifa to help bring the excitement of the world’s most popular sport to an estimated accumulated global audience of 30 billion fans. Avaya has already provided converged communication networks for the 2002 Fifa World Cup, 2003 Women’s World Cup and the Fifa Confederations Cup 2005.

  • Fifa signs deal for official World Cup melody

    Fifa signs deal for official World Cup melody

    MUMBAI: Music publisher and online publishing administrator Kobalt Music Group has been signed up by footballs’ governing body Fifa to be the exclusive worldwide licensor and administrator for the Official Melody of the 2006 Fifa World Cup.

    Written by Nadir Khayat aka Red One and Bilal Hajji, the 30-second melody, a sample from the Red One song Bamboo will also be incorporated into several other songs.

    These include the official single of the event and other pieces of music to be used extensively throughout the championships, including the song Hips Don’t Lie – Bamboo which has been performed by Shakira.

    In addition, dance, hip-hop, house and Bamboo mixes will also be sold as ringtones. Kobalt founder and CEO Willard Ahdritz says, “Kobalt is exploiting the content on a global basis through digital distribution partners on five continents. With an audience of more than a billion people and extensive promotion, the potential exposure and consumer base for the Official Melody is extraordinary.

    “We are thrilled to be the administrator for Fifa to market, license and collect for both the publishing and master rights in what could be the biggest digital event ever.”

    The World Cup takes place from 9 June-9 July in Germany. The Official Melody of the event will receive extensive exposure during all World Cup events, including cross-promotion and in sponsor ad spots from such advertisers as Adidas, Avaya, Budweiser, Coke, Continental, Deutsche Telekom, Emirates, Fujifilm, Gillette, Hyundai, Mastercard, McDonald’s, Phillips, Toshiba and Yahoo.

    Through the deal, Kobalt is working with Fifa’s concept developer, Engine AB an MTG company, which is Fifa’s exclusive agent for the creation and supervision of the overall music program for the 2006 Fifa World Cup.

    Kobalt is a global, independent music publisher offering administrative and creative services to writers, publishers and other publishing rights holders. Kobalt’s technology enables clients to receive faster delivery of revenues and information in a transparent and efficient manner.

  • Fifa partner Avaya completes key phase of testing of converged network

    Fifa partner Avaya completes key phase of testing of converged network

    MUMBAI: One of football’s global body Fifa’s partners Avaya is building the converged communication network for the event in Germany.

    Avaya has been rigorously testing the network’s configuration, reliability and security. The tests are a key part of the process to ensure the network is available 99.99 per cent of the time.

    The converged network — combining voice and data on the same infrastructure — will be used by teams, referees, journalists plus Fifa and organising committee officials for a variety of tasks.

    These will include accreditation, reporting results, logistics and transportation. Avaya says that to test the network without finding any major issues is excellent, especially considering the complexity of the project.

    In addition to conducting more than 400 tests at the company’s Fifa World Cup lab in Frankfurt, Avaya commissioned Netconsult Online Limited, an independent company specialising in quality control and assurance, to validate network testing results.

    Exhaustive testing of failover scenarios, back-up power, firmware and software compatibility, and the resiliency of the various IP applications was conducted. Following the independent validation, Fifa also just completed its own integration testing in which it examined performance of applications across the network.

    The Fifa integration testing was again successful. All the components of the network have been extensively tested, labeled and made ready for deployment to various stadia and other venues for the event so the excitement can commence with the kick-off of the opening match in less than 50 days.

    The stage is now set for installation of the network in the 12 Cup stadia beginning with Munich and Berlin. The IT Command Center for the entire network is currently up and running in Munich and the accreditations centers will be open over the next weeks, beginning with Berlin.

    Avaya’s Fifa World Cup technical programme MD Doug Gardner says, “Logistics and transportation are among the many critical functions that rely on our converged communications network. It is vital to extensively test the network and all the individual devices to be deployed to avoid delays for the thousands of people involved in producing this event, the 80,000 spectators at each game and to get teams to the stadia on time and match statistics to broadcasters promptly.”

  • Discovery Channel to premier series ‘More Than A Game’ on World Cup

    Discovery Channel to premier series ‘More Than A Game’ on World Cup

    MUMBAI:Starting 28 April, Discovery Channel is set to premiere six-part series More Than a Game, which will chronicle the emergence of international football’s greatest teams and players interwoven with the story of how the World Cup evolved as a tournament and shaped the nature of football worldwide.

    This series will air every Friday at 9 pm and each episode will be repeated on the following Saturday at 10 am.

    More Than A Game will feature the six giants of the game – Brazil, Germany, France, England, Argentina and Italy.

    The football World Cup has evolved into a cultural event that unites the entire world for one exhilarating and unforgettable month. More than just a sporting extravaganza, it has impacted the economy of countries and their presence on the global map, informs an official release.

    Made in collaboration with the Fédération Internationale de Football Association (FIFA) and featuring exclusive footage from FIFA’s film archive and recollections from some of the world’s greatest players including Beckham, Beckenbauer, Zidane, Platini and Zoff, the show will present the definitive account of the World Cup – its glorious goals, legendary players, fanatical fans and enduring appeal.

    The release also adds that with previously unseen footage from matches dating back over 40 years, viewers will get a fresh perspective on even the most familiar football legends. They will also witness how winning or losing a game can change the fortunes of a nation.

    Discovery Channel’s spokesperson said, “More Than A Game showcases how the World Cup has been a carnival of innovation, advancing both the game and the business of football. It presents the fascinating account of the extraordinary brilliance and the gallant failures of the superpowers of world football. Identifying and capturing the defining moments of the football World Cup is what makes More Than A Game so captivating.”

    The Ambassador of Brazil, His Excellency Jose Vicente Pimentel said “I am delighted to be part of this special programme by Discovery Channel which will provide the football enthusiasts in India an insight into the history of the World Cup. Each of the six nations covered in the programme represent football in its truest form. Each episode will give viewers an insight into the various manifestations of the sport and how single-handedly football can bind an entire nation.”

    MORE THAN A GAME programme schedule:
    • Brazil on 28 April at 9 pm
    The World Cup has defined Brazil as a nation. The five-time winners have given the world legends like Pele, Carlos Alberto, Tostao, Socrates and Ronaldo. In this episode, you can also watch 17-year-old Pele leading the Brazilian charge to their first World Cup win in 1958 and then taking it to the event to its greatest height: the superlative final of 1970.

    • Argentina on 5 May at 9 pm
    Argentina’s Diego Maradona became the biggest football star since Pele. Never has one man so dominated the World Cup. But after the bravura and brilliance of 1986, it has all been downhill for Maradona. His well-publicised descent into drug addiction and psychological deterioration mark a sad end to an incredible career. Also see the memorable celebrations in Buenos Aires in 1978 after Argentina won against a background of intimidation and corruption with a military junta governing the country.

    • England on 12 May at 9 pm
    The British boycotted the World Cup till 1950 and have won it only once – in 1966. They were the first nation to win as hosts. With a passionate (and infamous) fan base and the superstar status of their players, it has always shared a love-hate relationship with the sport they invented. Their story of the World Cup ranges from disaster to gallant failure.

    • Germany on 19 May at 9 pm
    It’s hard to imagine a time when Germany was not a footballing superpower. But in the 1954 final, they were definitely the underdogs against the talented Hungarians. An extraordinary comeback set the foundations for future dominance, and till now they remain one of the most difficult sides to overcome. Watch how the World Cup has helped Germany to emerge as one of the leading nations in world football.

    • Italy on 26 May at 9 pm
    Paolo Rossi’s hat-trick helped Italy beat Brazil 3-2 in one of the greatest World Cup games. Their World Cup victory in 1982 ended a fifty-two year wait for their demanding supporters. The famous Azzuri are characterised by their stubborn, defensive approach that has, according to their critics, overshadowed the beauty of their game. They have, however, won the World cup three times and those who underestimate them, do so at their own peril.

    • France on 2 June at 9 pm
    The 1998 World Champions had included 15 squad players from different ethnic backgrounds embodied by Zidane, Desailly and Lizarazu. As the most racially troubled country in Europe, France was divided by the question of immigration. The multiracial make up of the French national team was openly criticised till their stunning 3-0 victory over favourites Brazil, which led to four days of euphoric celebrations across the nation. The win also summed the international nature of a sport which is More Than A Game.

  • Gaming firm Electronic Arts extends deal with Fifa

    Gaming firm Electronic Arts extends deal with Fifa

    MUMBAI: With a view to increasing its presence in the gaming arena football’s governing body Fifa has announced that it has secured a long-term commitment from Electronic Arts (EA).

    The deal extends far beyond existing ventures with a licensee. EA has signed up with world football’s governing body from 2007 to 2014 as the worldwide exclusive Fifa Licensee in the product category of interactive football/soccer player, manager and fantasy software games for all delivery methods including consoles, mobile phones and online formats.

    EA says that it has had a close association with the game of football for more than a decade, having developed the very successful range of FIFA games launched in 1993 and currently with the 2006 Fifa World Cup game, which enables fans to experience the 2006 FIFA World Cup matches on a unique playing field.

    Fifa says that in the early 1990s, it pioneered the industry as the first major sports governing body to endorse a video game. In 2004, Fifa continued this pioneering spirit by launching the first officially sanctioned worldwide video gaming tournament, the FIFA Interactive World Cup. EA will pursue its support for this event and join forces with the new FIFA Partner Sony, as of 2007, to provide the gaming solution and further develop the ambitious virtual football tournament.

    Fifa adds that in the interactive world, there is a wealth of opportunities to fulfill its mission of developing football on a global level and fostering the passion of players and fans. With this renewed partnership, Fifa and EA will continue to take their combined passion for football on and off the pitch and for interactive sports entertainment to millions of fans all around the world.

  • Emirates Airline in $195 million 7-year partnership with Fifa

     MUMBAI: Dubai-based Emirates Airline has signed a $ 195 million partnership deal with soccer’s international governing body, which would give it sponsorship rights to all Fifa competitions for eight years from 2007 on.
     

    With this sponsorship deal, the airline’s largest ever, Emirates becomes the sixth and final major sponsor of Fifa, joining the likes of Coca-Cola, Visa, Adidas, Sony and Hyundai.

    The airlines will will be the official carrier to all Fifa events – including both the 2010 (South Africa) and 2014 (in South America) World Cups.
     

    Emirates, which is already one among the 15 commercial partners of the 2006 Fifa World Cup in Germany, expects to double in size by the end of its Fifa deal in 2014. These include Anheuser-Busch, Avaya, Continental, Deutsche Telekom, Fujifilm, Gillette, McDonald’s, Philips, Toshiba and Yahoo!.

    Last November, Coca-Cola and Fifa extended their partnership in a deal reportedly worth about $500 million. That agreement runs through 2022, making the soft drinks giant the only sponsor to commit for so long.

    Fifa has said it would now move into the second phase of negotiations for 2007-2014, seeking as many as eight sponsors for the global rights to the World Cup and Confederations Cup.
    Emirates chairman Sheikh Ahmed bin Saeed Al- Maktoum was quoted in media reports as saying, “It is part of Emirates plan to become a global brand and household name and association with the most high-profile sporting event in the world is one part of Emirates’ strategy to achieve that aim.”

    “We believe sport is an ideal vehicle to communicate with our passengers. This partnership will enable us to achieve global awareness of our brand,” he added.

    Maktoum also added that they were also looking at hosting a Fifa Beach Soccer World Cup in the United Arab Emirates (UAE) during the rights period.

    In addition to hosting a Fifa Beach Soccer World Cup, Emirates can also choose to host a second official Fifa tournament in the UAE, to further enhance the country’s position as a centre of sporting excellence.

    Also, as a part of the partnership deal, Emirates has a commitment from Fifa so as to have at least 22 matches (including the opening match, two quarter-finals, two semi-finals, the third place play off and the final of both the 2010 and the 2014 Fifa World Cups) to be shown on free-to-air television within the UAE.

    On the other hand, Emirates passengers will also reap the benefits of this partnership as the airline has the exclusive right to broadcast matches of the 2010 and 2014 Fifa World Cups either live or delayed on its in-flight entertainment systems.

    Emirates’ branding will be evident at all Fifa events, for 44 tournaments and 952 matches, during the term of this agreement, as well as on all Fifa merchandise and its website.

    In addition to this, as Fifa’s only Travel Partner, Emirates will also receive preferred airline status and a commitment from Fifa to develop business with Emirates and to develop Dubai as one of the world’s premier travel hubs and destinations.

    The airlines will also be launching a unique airport experience by installing interactive viewing stations at 16 international airports where fans can follow the tournaments.

    Airports at New York, Zurich, London Heathrow, London Gatwick, Nagoya, Kansai, Shanghai, Narita, Brisbane and Hamburg are expected to launch their Emirates Experience booths in May, while airports at Hong Kong, Melbourne, Sydney, Milan, Rome and Dubai will kick off their campaigns in June.