This year we can clearly see that brand communication approaches have become more diversified and creative. From sports-apparel companies like Nike and Adidas, to online brands like Yahoo and Facebook, to financial-services firms such as JPMorgan Chase, numerous companies are striving to communicate their brand names and messages as the world enjoys the football extravaganza from June 11 to July 11, 2010.
We will discuss three approaches brands are using during the World Cup this year in a three part series of blog posts.
These three approaches include new product introductions, social media campaigns, and creative brand communication activities.
First, let’s have a look at new product introductions from Nike, Adidas, and EA Sports.
New Product Introductions
1) Nike
In the sports-apparel industry, the World Cup represents an opportune time to launch new football equipment and jerseys, which when done strategically can contribute to the building of brand equity. Nike, for example, unveiled new national-team kits for all nine of the World Cup teams under its sponsorship and showcased its Elite Series lightweight football boots earlier this month. These well-designed jerseys and boots are made of recycled materials using hi-tech processing programs. These new products are consistent with Nike’s innovative, and most recently, environment-friendly brand image. Above all, Nike stands for victory, so let’s see whether the teams using these new products end up winning more matches or not. 
2) Adidas
Meanwhile, Adidas launched the official football for the World Cup, Jabulani, and released its new football boot, the F50 Adizero which, at just 165g, is the lightest soccer boot they have ever produced. F50 was launched by the World Player of the Year, Barcelona star Lionel Messi, who said: "Wearing Adidas' lightest boot will hopefully make me faster. I can barely feel them on my feet."
Adidas has invested heavily in their sponsorship of the FIFA World Cup, by sponsoring one third of the 32 teams participating, spotlighting its official sponsorship of FIFA, such as the game ball, finale ball, referee jerseys and outdoor equipment, and backed by the popular football player Lionel Messi. Adidas brand is already strongly associated with football, and such activities strengthen the link. It can also strengthen their brand equity as it serves to foster brand differentiation, relevance, esteem, and knowledge, at least among football fans. But could Adidas go too far and weaken their brand image for other sports?
Here, we see Adidas tries to send a message of Adidas= football, whereas Nike sends a message of Nike = innovation, and they then apply that innovation to football products. 
3) EA Sports
The chance for everyone to participate in the 2010 FIFA World Cup became a reality when EA released EA Sports 2010 FIFA World Cup South Africa(TM). This videogame is said to feature all the emotion and passion of the fiercest national rivalries battling on the world's biggest stage, with all 199 national teams that took part in qualification and including the 10 official stadiums to be used in South Africa. Gamers will be able to play as their home nation from qualification rounds right through to a virtual reproduction of the FIFA World Cup Final and feel what it is like to score the goal that lifts a nation.
By delivering a highly emotional and realistic experience to video gamers, EA will build their brand in the minds of these consumers. EA also benefits from the increased visibility of their brand through press coverage surrounding their exclusive FIFA World Cup video game.
Stay tuned for Parts 2 and 3 of “Branding and the World Cup” in the days to come, where we look at social media campaigns and creative brand communication activities.
