Brand Positioning Assignment
By: Iqroop Sahota
Fifa also sponsors through Mcdonalds. The players escort programme sponsored by Mcdonalds is an initiative that gives children from all over the world a chance to walk in to the pitch, holding their football idols' hands. This also encourages football activities for children to participate in. Fifa also supports social projects to get more and more people to play football, as it has been proven to break down barriers to social development, education, and health.
Fifa has head to head positioning with the other sports competitions. One major benefit that the world cup has is that it is international. Many countries tune in to watch it, which makes it the most popular sport, reaching millions of fans. Fifa's strengths are that they spend a lot of money but make a lot of money as well, they are able to target fans effectively by excellent marketing skills, and they support charity groups in a range of environmental, social, and educational sense. These are supported through popular football players and football clubs, who spread the message. The image that Fifa's brand wants and does portray is an image of friendly, fun, and exciting gameplay. Fifa has an image and people differentiation. They are well associated and supported by popular celebrities, especially footballers and Fifa focuses on the needs and wants of their fans.
When we look at other sports competitions, not much is heard about the initiatives that they take that are similar to Fifa. The more that fans would know about this, the better advantage Fifa would have; as fans would support them more and donate because they want to be assured that something positive is coming out of it, not just a game. Overall, Fifa has image and people differentiation from other sports because of their consumer focused strategies that target the needs and wants of people, They also hold a well respected image, that has been associated by many celebrity footballers. Fifa has established excellent brand loyalty throughout the years, as it it evident throughout the profits audience numbers. Fifa continues to grow as a whole and hope that more people in the future will be determined to act on the same initiatives and projects that they stand for.