There’s a very large World Cup bandwagon going around and everyone is jumping on it. Even anti-football fans can’t escape the abundance of flags and the backdrop of boozy cheers which are erupting around every corner. And with all this excitement surrounding the event, is it any wonder that businesses are scrambling to get in on the action?

The exposure that can be harnessed through an association with the World Cup can be invaluable to businesses globally. Along with all the merchandise (official and non-official) that has been cropping up, there are thousands of companies who have integrated the event into their own products. Walkers crisps have brought out a range of specially created flavours to represent the countries competing, whilst Coca Cola, one of the many World Cup sponsors, has launched the Fifa World Cup Trophy Tour amidst a multitude of other marketing initiatives associated with the event.

Friend vs Folly

But, how good an idea is it to join in the buzz which surrounds the World Cup and can anyone do it?

Depending upon your type of company, there are plenty of opportunities for marketers to exploit the event. For pubs in particular, broadcasting the games and offering mid-match snacks is a natural extension of their business. However, there are more tenuous links being made by companies desperate to keep up with the current trend.

World Cup themed competitions and offers are everywhere, and their popularity depicts a certain amount of success. However, could it be too much of a good thing? The market is so saturated with World Cup related products and offers, is there a chance that the message you’re putting out there is getting lost?

Let us know what you think…