CE Vendors Warned Over World Cup Marketing
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With five months left before the first whistle of the World Cup in Munich, FIFA the organisers of the event have written to consumer electronic companies warning them about ambush marketing.

With five months left before the first whistle of the World Cup in Munich, FIFA the organisers of the event have written to consumer electronic companies warning them about ambush marketing.

 

The official consumer electronic sponsors are according to FIFA Toshiba which is distributed by Castel and Philips who have little profile in Australia and are struggling to get shelf space in Australia among the specialised CE resellers. The TV coverage of the World Cup which is expected to attract massive audiences via the SBS Network is sponsored by LG.

 

 Only official sponsors have right to use the word “World Cup” in their advertisement. SmartHouse News has learnt that some firms are trying to benefit in the domestic market by jumping on the World Cup bandwagon, cleverly using the image of the event but avoiding directly mentioning it.

 

Marcel Merrick the Marketing Manager at Panasonic Australia said “Our parent Company has been warned by FIFA that ambush marketing will not be tolerated. This was a global warning to all consumer electronic Companies” he said.

Set to lead the pack in “ambush marketers” are big electronics and telecommunication companies says a media consultant at Carat. “This is a massive event that will attract massive TV audiences. A great many of the games will be recorded with the big games being watched live”. “This will also lead to big sales of TV’s and recording devices. We will also see the telecommunication network vying for content to stream to a 3G phone. Web sites delivering World Cup content will also see increased traffic”.

During the last World Cup in Korea several electronic Companies were warned over ambush marketing.

In Asia Samsung has already started using former and current national team coaches Guus Hiddink now coaching Australia and Dick Advocaat in newspaper advertisements. It is planning to use them in TV commercials. Korea’s largest company is also planning to spend some 10 million dollars of its advertising budget on digital TVs in the first half of the year, aiming directly at the World Cup.

 LG Electronics who is sponsoring the official TV coverage in Australia, also plans to increase its digital TV advertising budget by 30 percent from last year. LG has been paying Manchester United player, Park Ji-sung, for appearing on its digital TV commercial, dubbed “Time-Machine TV.”