Hook knows sport is all about stories – our research exploring the brands, teams and comment that makes up sport has continually shown us that.
So what’s the story with a new tournament like the FIFA Club World Cup.
The first thing to notice about the opening ceremony was the prominence of FIFA. The FIFA brand was right there in the middle – gold, and black, straight lines, imperial optics.
Football being positioned as a luxury brand; luxurious enough for Donald Trump to be part of the World Club Cup festivities several times. FIFA opened a new compliance office in Miami, and very recently opened an office in Trump Tower (where the Club World Cup resides until being presented to the eventual winner).
The chairman of FIFA – Gianni Infantino has even accompanied Donald Trump on a state tour of the Middle East. Sport has never been as important in terms of reputation – whatever goes on off the pitch, there is a purity about the game that feels authentic – that combined with the razzmatazz of royal families and global brands is potent.
The second was the Spanish nature of the tournament. Based in South Florida the Hispanic epicentre of the states; Messi launching the tournament; Gianni Infantino speaking in Spanish; 300 South American players in the tournament; 105 Argentinian players. This was coupled with the launch of Lionel Messi’s new energy drink ‘mas’ – a drink which can apparently ‘inspire generations’.
Looking at the crowds, it is hard to mistake the Latin flavour to the spectatorship; and it is not surprising that FIFA is trying to wrap itself around a Hispanic market to move the centre of power from Europe and the UEFA Champions League. Offering a $1 billion prize pot split between teams from all over the world has a particular appeal for S. American teams, and perhaps the Club World Cup is the start of a redressing of balance between Europe and S. America.
In short:
- Sport as brand is more important than ever, the spectacle of sport will always have an authenticity and excitement that can elevate those who associate themselves with it
- New tournaments are often indicative of bigger changes afoot: from trying to build greater loyalty amongst a Hispanic audience, to creating powerful women’s tournaments such as the 2025 Euros now which are putting mens and womens sports on a more equal footing.
