Business Events in a Global Context

This report compares and contrasts the FIFA World Cup and Olympics, discussing their impacts on social, economic, and environmental factors. It also explores the marketing strategies used to promote these global events.

Business Events in a
Global Context
1

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
Background of FIFA world Cup, Target market and destination image.....................................3
Background of Olympics...........................................................................................................3
Comparison of both FIFA and Olympic events...........................................................................4
Olympic events............................................................................................................................5
Two marketing strategies that are used to promote FIFA world cup..........................................7
Two marketing strategies implemented to promote branding at Olympics.................................7
RECOMMENDATION FOR FIFA WORLD CUP........................................................................8
Recommendations for Olympics.................................................................................................8
CONCLUSION................................................................................................................................8
2

INTRODUCTION
Global Events are planned occasion where competition or activities are held in which
number of people participate form different social culture for entertainment and enjoyment of
public. Globalisation, innovation in technology and increase in demand of people have
contributed in organising number of events across worldwide so that tourist can have fun and
economy can grow. This report compare and contrast between two most popular and successful
global events named as FIFA World Cup and Olympics. It has contained information related to
impact of global events on social, economical and environmental and suggest recommendation
the way it can be improved so that more audiences can be attracted (Cohen and Watt, eds.,
2017).
Background of FIFA world Cup, Target market and destination image
FIFA world cup is an international association football competition that have come into
existences since 1930, 90 years ago having 32 teams. This event is contested by senior men
national team of member of FIFA (Federation Internationale de Football Association) and global
governing body in sport. Currently the tournament have been organised in Russia in 2018 and its
second title champion have been win by France. It most prestigious association football
tournament in which number of people from across world come to view so it is even more than
Olympic events. It can be evidences from data related to number of audiences that attend FIFA
world cup such as in 2006 world cup there were 26.29 billion attendees and in final match, they
were estimated around 715.1 million. So, it was just ninth of entire population of planet therefore
it can be stated that large number of individuals are motivate to be part of FIFA world cup. This
events usually held in every four years and countries have to bid with each other to host next
world cup event. The event has targeted younger generation and people that are interested in
watching football games (Santos, 2020). Destination image of FIFA world cup in countries
where there is more availability of facilities, infrastructure or its tourism develop and economic
diversified. So, some of the developed countries that have hosted world cup are Germany,
France, Brazil, Mexico, Spain, United states and England.
3

Background of Olympics
The Olympics Games originated in Greece as many as 3000 years ago which received
high appreciation during late 19 century and has become also world’s most prominent sporting
competition within western culture. The first modern Olympics took place in 1896 in Athens and
featured more than participants from 13 nations competing in 43 events. It can be also analysed
that form year 1994, Summer and winter Olympic games have been held separately and have
been alternated every years, where there are large number of participants participating from all
round the world. Olympics in recent times have become one of the global premium sport event
due to its high quality venue structural planning, large marketing standards and also for bringing
on effective marketing standards globally. Olympics is known as hallmark global event for
sports where there is ideal high innovation within venue facilities, strategies for best promotional
avenues and also to structure operations widely on various paradigms. Olympics is also widely
becoming as high popular sports event which shows and celebrates sportsmanship on global
level which has witnessed global support and popularised working scenarios (Sánchez,and et.al ,
2019).
Comparison of both FIFA and Olympic events
Various impacts that FIFA world cup have both positive and negative impact on social,
physical, political, economical and environmental on country where they are held or host country
(Wenner and Billings, 2017). So, several impacts of organising FIFA world cup on country can
be illustrated as follows:
Social impact: FIFA world cup have direct impact on society or country in which held as it
contributed in maximum participation of local community in promotion of events so that more
visitors are influences to attend.
 Positive impact: Local community are able to have knowledge about different culture
and tradition of people that have come from different parts of country to enjoy events. It
helps in building new and innovative ideas so that best services can be render to number
of tourist visitors (Davydova and et.al., 2018).
 Negative impact: Loss of amenity or less availability of natural resources for society
thus they have to pay high prices to meet their necessary requirements.
Economical impact: Russia have invested $15 billion for organising tournament and it returned
earned profit around $14.5 billion which is roughly 1.1% of country GDP. Russia has invested in
4

FIFA world cup to attract number of foreign visit so that tourism and hospitality sectors and
economy of country can grow.
 Positive impact: FIFA world cup contribute in growth and development of economy by
increasing employment opportunities, revenue and disposable income of people. As large
number of foreign tourist form different countries came to have fun and enjoyment of
world cup (Does the World Cup Have a Lasting Positive Impact on Hosting Countries,
2018). It also leads in development of infrastructure more availability of transportation
facilities and accommodation for people thus making life of local communities more
easy.
 Negative Impact: There are country that is organising event have to arrange or invest lot
of capital in order to arrange facilities for large number of attendees. So, it involves high
financial risk and sometimes country is not able to get return than amount invested such
as South Africa have fall into debt trap.
Political impact: There are numerous impacts on policies, rules and regulation of government
due to organisation of FIFA world cup.
 Positive impact: Government is able to earn high revenue in terms of Tax that they have
received due to number of foreign visitors coming into country. It creates international
prestige and improved profiles of country thus lead to enhance administrative skills of
government to handle manage diverse people (Trkulja, Lojić and Lončar, 2018).
 Negative impact: Misallocation of fund or ineffective utilisation of resources can lead to
financial debt or more cost than return more event i.e, FIFA.
Environmental: It is last factors that are also highly affected from FIFA world cup in both
positive and negative manner which is illustrated below:
 Positive impact: Increase environment awareness or preservation of natural resources
and optimum utilisation of resources for development of well infrastructure and facilities
(FIFA World Cup & The World – The Impact Of Football On The World!, 2020).
 Negative impact: Increase in number of attendees in FIFA world cup lead to ineffective
utilisation of resources, more wastage, and increase in pollution thus cause threat to
environment and lives of many local residents.
5

Figure 1: FIFA WORLD CUP
(Source: Five things to know about 2018 FIFA World Cup, 2020)
Olympic events
Social impact: Olympic as mega sports event have strong social impact as people have been
widely looking for new functional advances because it motivates younger generation specifically
to participate and also keenly there is wide focus on social enhancement.
 Positive impact: Olympics have been profoundly gaining social positive rise within
various potentialities and working environment, where there are sports such as within
winter Olympics and summer Olympics.
 Negative impact: Socially there is high competition among sports events with varying
people preferences.
Cultural impact: the culture impact of Olympics is wide as it enables cross culture collaboration
and impactful culture diversification where globally various sections of population participate in
it (Kiktev and et.al., 2017). Positive impact: The venue and country where Olympics also gets high popular on
global level where cultural enhancement factors are wide and also there is strong
goodwill developed within global event.
 Negative impact: Olympics culturally faces high competition from external cultural
paradigms and there is focus shifting towards various other sports events. The negative
impact within cultural factors can be analysed based on the fact that there is high desire
6

among people to see more advanced sports, and also to functional focus on promotions is
less within recent years.
Economic impact: Positive impact: Large high shift within employment rates among people is one of the
largest factor for economic impact analysis within Olympics, where country hosting
receives high rise in tourism, hospitality venues as people from all round globe come Negative impact: Economically the investments for venues and facilities is high and also
there is high uncertainty involved from external factors where various factors within
scenarios lack stability with changes in people preferences (Duignan, Pappalepore, and
Everett, 2019).
Environmental impact: Positive impact: Environment positive impacts are strong where Olympics has been also
using strategies for benefiting environmental factors, and to keep sustained resources in
use (Dhillon, 2020). Negative impact: The venues are large in size for Olympics for which large spaces are
cleared often which negatively impacts natural resources and also after completion of
events there is depletion of resources.

7

Two marketing strategies that are used to promote FIFA world cup
 Firstly, in order to promote or enhance awareness of FIFA world cup social media like
Facebook, Twitter and You tube were used which have contributed in influencing
maximum number of individuals to be part of event (FIFA’s Digital Marketing improves
customer engagement, sales and retention now and the 21st Century, 2019).
 Secondly, FIFA to attract more attendees have formed partnership or get sponsorship
from various organisations such as FOR PEACE, McDonald, FIFA. com and Budweiser.
Thus, sponsorship form such huge firms have helped in building strong brand image and
arranging finance for organising event.
Two marketing strategies implemented to promote branding at Olympics
 The Olympics have been widely using social networking channels for brand promotion
within global platforms and also developing smart innovative services within people for
gaining large informative goals to promote new working goodwill among viewers. The
marketing aspects of all sports events performed are telecasted live and streamed on
among digital platforms where there is high focus to keep range actively strong for
reaching large sections of people throughout globe. T Real time video promotion
strategies are used to be widely effective and also for witnessing millions of people
participating from all round the world and also there is wide diversity appreciated amog
people by focusing towards their brand promotion strategies (Flyvbjerg, Budzier and
Lunn, 2020).
 Smarter reach among audience are targeted for promotion of brand and also to enhance
active reach within global audiences where people are able to experience best
experiences. But there is high competition factor impacting marketing strategies to be
more advanced and for competitive strength within larger audiences and also there is
wide promotional scenarios actively growing. With growing use of technology within
digital platforms there is active preferences among people for keeping up best sports
events and live streaming on social handles where they can share with people.
8

RECOMMENDATION FOR FIFA WORLD CUP
From the above analysis and discussion, it can be suggested that FIFA world cup needs
to make more use of innovative or update technology to provide personalised experience to
audience (Liberato and et.al., 2020). It should also make changes in its structure which means
they can be held on basis of regionally or quarterly so that all individuals across worldwide can
have fun.
Recommendations for Olympics Technology enhancements: Olympics should with growing advanced technology
advancement within new functional parameters , shall promote on digital social handles
such as live streaming on Youtube, Facebook and many more which will enable large
smarter reach among people. All sports shall be promoted on virtual platforms so as to
reach larger sections of people globally and also to experience new phenomenon aspects
as changing digital world demands. There shall be more functional wider keen goals
formed on more technology aspects where various new quest horizons shall be worked on
and also there shall be keen growth among targeting young audiences (Kassens-Noor,
2019).
 Structure of events: There shall be more advanced evocative involvement of various
sports within wide sections of life to enhance its sports diversity factor and also for
motivating young people. Best hygienic factors shall be built on among stadiums and
within structural paradigms where innovation shall be widely focused on. The structure
of events have wide role to play on among audiences to attract by providing new
functional synergy of sportsmanship and also promoting unity within diversity (O’Reilly,
and et.al., 2019).
CONCLUSION
The report has concluded how Olympics and FIFA, world cup match are globally known
as highly important sports events, with various factors explaining their background factors and
their varied cultural, social, economical and environmental impacts where there are various
parameters analysed. Report concluded detailed analysis of their marketing strategies within
both sports events, where there are varied domains also productively lacking when it comes to
promotional growth. The report con concluded recommendations of both events marketing
9

strategies evolving within wide competitive world and how they can more enhance active reach
among audiences (Xia, Li and et.al 2020
10

REFERENCES
Book and journals
Cohen, P. and Watt, P. eds., 2017. London 2012 and the post-Olympics city: a hollow legacy?.
Springer.
Davydova, S. A and et.al., 2018. 2018 FIFA World Cup: Russian students''expectations and
viewpoints. Theory and practice of physical culture, (6). pp.24-24.
Dhillon, M. S., 2020. Olympics in the Time of a Pandemic. Indian Journal of
Orthopaedics, 54(3), p.231.
Duignan, M.B., Pappalepore, I. and Everett, S., 2019. The ‘summer of discontent’: Exclusion
and communal resistance at the London 2012 Olympics. Tourism
Management, 70, pp.355-367.
Flyvbjerg, B., Budzier, A. and Lunn, D., 2020. Regression to the tail: Why the Olympics blow
up. Environment and Planning A: Economy and Space, p.0308518X20958724.
Kassens-Noor, E., 2019. “Failure to adjust”: Boston’s bid for the 2024 Olympics and the
difficulties of learning Olympic wisdom. Environment and Planning A: Economy
and Space, 51(8), pp.1684-1702.
Kiktev, D.,and et.al., 2017. FROST-2014: The Sochi winter Olympics international
project. Bulletin of the American Meteorological Society, 98(9), pp.1908-1929.
Liberato, D and et.al., 2020. The role of events and music festivals in urban tourism: Case Study.
In Advances in Tourism, Technology and Smart Systems (pp. 537-549). Springer,
Singapore.
O’Reilly, N and et.al., 2019. Sponsorship of cause-related sport events. Sport, Business and
Management: An International Journal.
Sánchez, G. F. L.,and et.al , 2019. The effect of the 2016 Rio de Janeiro Olympics on spectators’
physical activity. Atena Journal of Sports Sciences, 1.
Santos, R. M., 2020. FIFA World Cup: A Case of (In) efficiency of the Betting
Market. International Journal of Sport Finance, 15(3). pp.110-124.
Trkulja, M., Lojić, A. and Lončar, M., 2018. Digital globalization and marketing of sports mega
events. Business Studies, 10(19-20). pp.153-169.
Wenner, L. A. and Billings, A. C. eds., 2017. Sport, media and mega-events. Taylor & Francis.
Xia, J., Li, H., and et.al 2020. Machine Learning-based Weather Support for the 2022 Winter
Olympics.
Online
FIFA’s Digital Marketing improves customer engagement, sales and retention now and the 21st
Century, 2019, [Online]. Available Through: <https://smbp.uwaterloo.ca/2017/11/fifas-
digital-marketing-improves-customer-engagement-sales-and-retention-now-and-the-
21st-century/
11

FIFA World Cup & The World – The Impact Of Football On The World!, 2020, [Online].
Available Through:< https://www.veenaworld.com/blog/fifa-world-cup-impact-of-
football-on-world>.
Does the World Cup Have a Lasting Positive Impact on Hosting Countries, 2018, [Online].
Available Through: < https://www.rebellionresearch.com/blog/does-the-world-cup-
have-a-lasting-positive-impact-on-hosting-countries>.
Five things to know about 2018 FIFA World Cup, 2020, [Online]. Available Through:
<https://www.trtworld.com/sport/five-things-to-know-about-2018-fifa-world-cup-
18035>.
12

13

14

15