VW is spending heavily for 2014 FIFA World Cup Brazil

Article by Christian A., on April 24, 2014

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.

If you liked the article, share on:

Topics: vw, brazil

Comments

Recommended

2017 was definitely a great year for Porsche as the automaker was able to break their sales record in the United States. Overall, they delivered a total of 55,420 vehicles,...
by - January 23, 2018
The 2018 Consumer Electric Show is full of exciting new technology for everyone, including the automotive industry. One of the most anticipated is the unveiling of the Linux-based MBUX that...
by - January 22, 2018
With all the photos Mercedes-Benz has been posting of the new 2019 G-Class, not one of those featured the SUV in a light exterior finish, as they were all in...
by - January 22, 2018
When you first glance at the Rhino GX SUV, the first thing that will come to mind is that the vehicle probably has a military style cabin, with thinly padded...
by - January 22, 2018
The Chinese market will soon be getting the exclusive China-only model, Mercedes-Benz GLC-L, for a premium of 15,000 yuan ($2,300) more than the regular model. The difference is actually quite...
by - January 20, 2018
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries