Opinion: From our Readers - Still time to capitalise on World Cup fever

With major brands such as McVitie's, Samsung and Umbro kickstarting their all-singing, all-dancing World Cup campaigns (News, 2 April), smaller brands may wrongly believe there is little to no opportunity for them to run any type of promotion linked to this coveted event.

However, even as close to the World Cup as we are, there are still plenty of opportunities for promotions experts to offer many legitimate ways to run topical football-related promotions linked to events without infringing licence. For instance, based on fixed fee promotion requests we have received, we predict that the cash-back mechanic, allowing the consumer to claim money back on a purchase depending on the result of a particular match, will be popular.

So, despite the restriction of not being officially licensed by Fifa, many companies will be running successful football-related promotions this spring and summer - and capitalising on 'soccer fever'.

Philip Penlington, director, Fotorama

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