FIFA World cup is a great platform for brands to advertise their products and services as it attracts the attention of massive audience worldwide. FIFA is expected to generate around $1.6 billion in revenue from marketing this year’s cup.
Generally Apple follows a strict policy of avoiding sponsorships and advertising in general and it managed to get their products visible during the world cup without spending much. Players from different teams have been seen wearing Apple’s AirPods wireless earbuds, and Beats headphones, before matches, or even returning to their home countries in defeat.
FIFA normally prevents players from wearing products from unofficial sponsors as it is termed as “ambush marketing” which is partly the reason why players cover up logos of products. This is why any player you see wearing Beats headphones before a game has the company’s logo taped over. Beats headphones have a very distinct look and an unmissable logo, which is covered up by the players. Due to that, both the AirPods and Beats headphones have a unique style that is easily recognizable.
Covered-up Beats were a big marketing win for Apple in 2014 World Cu and months after it had acquired the company. AirPods are more popular during this world cup and the minuscule $160 earbuds are one of the few Apple products that don’t have any Apple logo or branding on them. When you see the same AirPods on a player, it’s almost impossible to know that they are any different.
Apple sells them in “Other products” category, which also includes Apple Watch, iPod, and sales of other accessories.
Apple didn’t comment on whether it was working with players at the World Cup and coincidentally, Apple has been running an advertising campaign during the World Cup entitled, “How to shoot Football on iPhone X.” Here are a few images of players using Apple products at this year’s cup:
It isn’t sure whether Apple gave products to the players to promote. One can just guess, the company had a major interest in FIFA 2018. The company also launched ‘Behind the Mac’ campaign and released other football themed adverts during the entire course of the World Cup