Business Events in a Global Context

Business Events in a
Global Context
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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
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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.
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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
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