Good Case Study About Soccer And Fashion World

Fédération Internationale de Football Association (FIFA) had to face many challenges related to ticketing, logistics, transportation, and security in the 2010 World Cup held in South Africa. It was a bigger challenge in terms of revenue for FIFA to setup the 2014 World Cup that would be held in Brazil, where the structure and other domains such as telecommunications and airports were immature. FIFA also witnesses drop in revenues after championships and match sales, and to increase the revenues FIFA has launched a new global fashion brand. The brand has impact, specifically in America where soccer is not much popular, and FIFA is making an effort to intensify soccer’s place in typical U.S. values.
The relationship between fashion and sports has been intensifying recently . This relationship has increased in U.S. as 2010 world cup merchandise that included the hoodies, T-shirts and match balls were easily available at multiple retail stores. FIFA chose Total Apparel Group (TAG) to boost soccer’s visibility and popularity among Americans . Apart from Americans, FIFA has also tried to impress Mexican Americans by including limited edition, retro styled, FIFA heritage trees with shirts that had the logos from 1970 World Cup in Mexico. Soccer stars are also roped for marketing and promoting FIFA globally, which also promotes celebrity status for these players. The homo-provocative nature bucks from twinky soccer players such as Ronaldo modelling for Pepe, Frankie’s “legs” for Joe Cloe, and Milan posing for Samsung, and Armani jeans are good prospects in marketing .
Few organizations launched branded apparel in America such as Reebok, which failed to attract people, and NBA branded apparel retailed by Walmart, which was a success. Apart from FIFA, David Beckham is also credited for increasing popularity in America as he endorses Adidas since a decade. David’s association with Adidas is advantageous for the company to increase the popularity in variety of merchandise. American market is yet to grow in soccer and David as a brand ambassador for Adidas can draw more sports person into the game.

Works Cited

Keegan, Warren J and Mark C Green. "Social and Cultural Environments." Keegan, Warren J and Mark C Green. Global Marketing. 8th. Pearson Education, 2014. 128-129. Print.
Salazar, Ligaya. Fashion and Sport. illustrated. Harry N. Abrams, 2008. Print.