Small Brands Can Leverage Major Events
Small businesses are offered strategies to gain visibility during large global events like the World Cup, even without official sponsorships.
Small and medium-sized businesses can leverage major sporting events, such as the FIFA World Cup, to increase their visibility without requiring official sponsorship deals. This approach, often referred to as 'newsjacking,' relies on creative marketing and capitalizing on the context of these events in press releases and social media campaigns.
An example of this strategy was seen with Duolingo during the 2022 World Cup. While not an official sponsor of the tournament, the language-learning app sponsored Qatar FC, an amateur soccer team from Brazil. This allowed Duolingo to position itself as the official sponsor of 'the other Qatar,' creatively aligning its brand with the event's excitement.
Employing such a strategy requires careful planning and a thorough understanding of brand guidelines and trademark regulations to avoid infringing on official terms. Companies must find ways to engage with the cultural conversation without violating rules or advertising policies.
This method can help smaller entities compete for attention alongside larger brands in crowded markets by strategically connecting their messaging to timely, widely discussed topics.