This summer’s World Cup in Russia is the world’s largest sporting (and commercial) event of the year. It's a chance for advertisers to win big.

To give you some perspective, Google’s former Head of Sports Engagement Max Goldstein once said: 

“When people tell you, there are 3.5 billion football fans in the world, as a way to engage people on our platforms, it's certainly something for us to look at"

There are 7.3 billion people in the world today, and nearly half the people who live on Earth are football fans! And, to our American friends, we are not talking Super Bowl here (a miserly 103m viewers this year), this is the real “football” world cup. 

For brands this is a (normally) twice-a-decade opportunity to engage with half the world’s population. But it doesn’t come cheap of course! TV companies will be charging a 50% premium for the key games in the UK and perhaps even more for the England final (well, you’ve got to dream).

The tournament’s official partners include Adidas, Hyundai, Kia, Qatar Airways and Visa and its most recognisable sponsors Coca Cola, Budweiser and McDonalds. But there are some new Chinese faces in there too. 

TV manufacturers Hisense and dairy producers Mengniu have payed vast sums to be associated with the event in Russia.  Something like 400m over 2 world cups… (source: Financial Times).

And that sponsorship purchase figure is before the brand fully activates with the associated advertising awareness that they will need to do. And surely it’s worth all the money?

Appealing to World Cup fans

The engagement with fans travelling to Russia will be unique but it will also have its logistical challenges. Meanwhile the TV viewing figures will be huge and amongst the highest ever recorded, could this be telling us something about those who will be enjoying watching Messi, Ronaldo, Neymar, De Bruyne, Kane, Mbappe, Iniesta and Mo Salah this summer? 

In comparison to the relatively small number of true fans who will actually make it to Russia, the really big numbers of real people are the armchair watchers who will have swapped out their usual seats for deckchairs in June and July. 

So how do you get in front of those mass consumers, as the excitement ramps up for the biggest games in the world?

At Ink, we see this as a HUGE opportunity and we have that HUGE football audience at our fingertips as they head off for their holidays and when they are at their most relaxed and receptive.  

We know all about our audiences and we ensure our media offering is always ‘positive, aspirational and inspiring’. We also know that our audience is growing, unlike in most of the media world and , crucially, they are engaged with what we offer. 

If you are a booze brand or a perfume company, or even if you are big bucks Adidas, Coca Cola, Hyundai or Kia – come talk to us and let us get you in front of the biggest audiences in these critical summer months. 

Tap into a travelling audience

We know that our audience is targeted – families, high-net worth individuals, business decision makers and young travellers - and we can offer effective ways of talking to them. But most importantly – they are real people, not online chat bots! 

Holiday flights keep all members of the family entertained while they look forward to long, relaxing days by the pool or in a waterpark. Imagine being able to talk to them about suntan lotions while they are thinking about the beach? 

Travel media has some of the most affluent readership in the world, so for some of those key ABC1 World Cup sponsors, Ink offers the opportunity to further embed existing relationships with the football in a different environment. 

For other brands It could be a chance to occupy the World Cup space without paying World Cup premiums. Ink can give you the ability to talk to the football fans and tourist in a way that is achievable and cost effective.

And for gaming companies like Bet365 and Paddy Power scrambling around for TV exposure in football? Ink and travel media have the potential to deliver an audience this summer that will be enjoying the World Cup in a more relaxed and unique manner.

The ability to talk to a receptive, targeted audience is what we do. Our audience is affluent, growing and engaged in what we are offer. This is something that we are extremely proud of.

Shouldn’t we start a conversation today?

Get in touch with Steve Rowbotham, Sales and Group Advertising Director here at Ink: