A unique advertising opportunity for brands that comes around only once every four years
The FIFA World Cup is one of the world’s biggest events, bringing together people across the globe to watch their country compete.
BeIN Sports – the leading sports network across the Middle East, North Africa, and Turkey – recorded 5.4 billion cumulative views throughout the 2022 World Cup. The final between Argentina and France racked up 242 million views,1 equating to more than two-thirds (68%) of the total adult population in the Middle East and North Africa.
In addition to the mass reach, the World Cup has a proven track record of accelerating consumer spending. Data from GWI’s Core study,2 which analyzed the online consumption of FIFA viewing audiences, indicates that there is an increase in the sales of household items around the time of the World Cup.
In the UAE, football fans are also engaged across Amazon. According to further GWI research, 81% of football fans visited Amazon.ae in the 30 days leading up to the World Cup, with 58% of these shoppers making a purchase.3
Unilever identified the World Cup 2022 as a unique time to best connect with audiences, but their challenge was how to deliver results and real value to customers in a competitive advertising landscape. In 2022, the World Cup also fell during the busy Q4 peak shopping season for the first time so gaining consumer interests became even more difficult.