Mongolian Yoghurt and the World Cup
Business Daily
BBC
4.4 • 816 Ratings
🗓️ 14 June 2018
⏱️ 17 minutes
🧾️ Download transcript
Summary
The usual western sponsors in this years World Cup have largely been replaced by Asian brands. Why?
FIFA makes most of its money from selling the broadcast rights to the World Cup, and through corporate sponsorship. But this year fans won't be seeing as many of the usual brands they're used to on billboards and adverts. Instead, they'll be seeing a lot of...well, Mongolian yoghurt as Simon Chadwick Professor of Sports Enterprise at Salford University in Manchester tells Manuela Saragosa. She also hears from Toby Hoare, CEO of J Walter Thompson in Europe, a marketing communications company which advises large global clients on how to manage their brands. Plus Sean O'Connor, co-founder of Statsports tells her about the tech players will be wearing this year.
(Picture: A girl standing in front of an advertisement by a Chinese dairy company sponsoring the 2018 Football World Cup, at a subway station in Beijing; Credit: Wang Zhao/AFP/Getty Images)
Transcript
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| 0:00.0 | Hello and welcome to Business Daily from the BBC. |
| 0:07.7 | I'm Manuela Saragossa. |
| 0:09.1 | Coming up, Mongolian yoghurt and Chinese mobile phone services. |
| 0:13.5 | You may not be familiar with them now, but you will be by the end of the 2018 FIFA Football World Cup. |
| 0:19.8 | I think what we've seen is the influx of a new bunch of sponsors from Asia that can approach |
| 0:24.9 | this FIFA as a new FIFA. |
| 0:26.4 | Plus, you can't escape the data economy, not even on the football pitch, and it's all |
| 0:31.1 | thanks to wearable tech. |
| 0:33.3 | It's an emotional sport. |
| 0:35.0 | Data is one key component growing, but the coaching staff and everything |
| 0:38.8 | that knits all this together and the understanding of the data and what to do with it, that's as |
| 0:43.2 | important if more important. |
| 0:44.6 | That's all here in Business Daily from the BBC. |
| 0:50.8 | Unless you're living on the moon, or perhaps in soccer shy America, |
| 0:54.9 | it won't have escaped your notice that a pretty massive global sporting event kicks off later today. |
| 1:00.0 | It is, of course, the 2018 Football FIFA World Cup. |
| 1:08.6 | Yes, a half-hearted cheer there from the Business Daily team was the best we could bring you in terms of audio about the event. |
| 1:15.2 | Sorry about that. |
| 1:16.2 | But it's because there are very strict legal rules surrounding World Cup broadcast rights. |
| 1:20.8 | It's one of the ways the organisers FIFA make money from the event by selling those broadcast rights. |
| 1:25.2 | The other, of course, is corporate sponsorship. |
| 1:28.7 | But fans won't be seeing many of the usual Western brands |
... |
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