On the 12th, the Keizai Ilbo published an article saying that the Qatar World Cup soccer tournament had brought “heat” to the Japanese economy.
On December 12, 2022, the Keizai Daily published an article stating that the World Cup soccer tournament in Qatar has brought “heat” to the Japanese economy.
The article states that the current tournament is going on in a frenzy, and that the brand marketing competition is heating up the “World Cup economy” off the field, and that the performance of the Japanese national team in this tournament has made Japan domestic Presenting the results of the Dai-ichi Life Research Institute’s estimate that an economic impact of 16.3 billion yen was generated. Partly due to the impact of the new coronavirus, although it is less than the 21.5 billion yen of the previous tournament in Russia in 2018, it still shows the high level of interest in football among the Japanese people.
In addition, statistics show that the number of users of paid media and distribution services in Japan continues to increase during the tournament, and consumer “soccer-related spending” such as sales of national team uniforms and paid broadcasts of games increases. 11.1 billion yen, and consumption related to eating and drinking such as sports bars and delivery services reached 5.2 billion yen It is said that
Moreover, with the spread of the Internet today, sports marketing strategies and methods are undergoing major changes, and it is noted that it has become more refined. For example, Adidas, who were in charge of the Japanese national team’s uniforms for this tournament, collaborated with the Japan Football Association to release 2.7 million thousand paper cranes into the sky after the final match of the 2002 World Cup between Japan and South Korea. ” was announced as the concept of the design.
In addition, McDonald’s also released a promotional video with the theme “a burger that transcends time and space”, linking McDonald’s to the Japan-Korea tournament in 2002, the Brazil tournament in 2014, and even this tournament , reviving consumer memories In addition to this, he also presented that he appealed to the close connection between the brand and the World Cup.
In the article, Philip Kotler, known as the father of modern marketing studies and who advocated “Marketing 4.0,” said that using sports marketing led to brand loyalty in consumer goods, which was more than three times higher than the habit, leading to more emotions.”In other words, the World Cup opportunity allows brands to become a vehicle for deep emotional connections with consumers,” he said. He concluded that sports marketing linked to the World Cup is a good way to quickly regain warmth for companies around the world where consumption has recently cooled. (Translation/Editing/Kawajiri)
