Volkswagen may not be the official automotive sponsor of the 2014 FIFA World Cup Brazil, but the German carmaker is planning for a major ad push to tout its VW Golf GTI during the coverage of the games. Volkswagen of America's marketing chief Vinay Shahani, the German carmaker is buying ad spots across during coverage of the World Cup this June.
Hyundai has been as FIFA's official automotive sponsor since 2002 and holds the rights until 2022. Shahani said that VW sees World Cup as the right audience to flaunt its GTI, which is particularly popular among younger males and Hispanic consumers, since a large number of Hispanic viewers typically tune for World Cup.
Shahani told Advertising Age in an interview at the New York auto show that the “alignment” between viewers of the World Cup and who drives a GTI is perfect.
Deutsch, Los Angeles, VW's lead ad agency, is working on the ads on the World Cup while COD, Miami, is working on Spanish-language ads. The result of the collaboration will be seen on June 12, the official start of the 2014 World Cup, which will end on July 13.
Shahani remarked that VW’s ad campaign won't just entail TV advertising, also digital as well and social media marketing. He noted that when people watch sports, they don’t just watch the TV any more as they also got their iPhone and iPad at the same time.
ESPN ($100 million) and Univision ($325 million) bid around $425 million to acquire American TV rights to the 2010 and 2014 World Cups. Fox Sports and Telemundo, meanwhile, hauled out $1 billion on TV rights to the 2018 and 2022 World Cups.