Publishers Scrap for Their Share of World Cup Ad Windfall
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The World Cup is driving growth in global ad revenue, which will expand 6.4% to $516 billion this year partly thanks to ad spending around the soccer tournament, according to a forecast by Magna Global, part of Interpublic Group of Cos.’ Mediabrands.
Brands like Coke, Visa and Sony are spending tens of millions to be official partners of FIFA, soccer’s international governing body and the recipient of more than $1.6 in sponsorships from 2011 through 2014, mostly around the World Cup, according to an IEG sponsorship report. And then there all the advertisers taking advantage of the world’s focus without bothering with any official association.
Although TV will, in its usual way, reap most of the benefit, publishers both online and off are fighting for their share of the windfall, not only covering the matches but also introducing websites, digital magazines and branded-content campaigns dedicated to the World Cup.
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