Analysis of FIFA Worldcup : Men and Women

Running head: FIFA WORLDCUP: MEN AND WOMEN
FIFA WORLDCUP: MEN AND WOMEN
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................2
Background of the Event............................................................................................................2
FIFA World-Cup Men 2018...................................................................................................2
FIFA World-Cup Women......................................................................................................3
Target Market.............................................................................................................................4
External Impact..........................................................................................................................4
Social Impact..........................................................................................................................4
Cultural Impact.......................................................................................................................5
Economic Impact...................................................................................................................5
Environmental Impact............................................................................................................6
Marketing Strategy.....................................................................................................................6
Implemented Strategy for Men’s and Women’s FIFA World-Cup.......................................6
Conclusion and Recommendation..............................................................................................8
References..................................................................................................................................9

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Introduction
The paper intends to look at the recent international events and analyze the
backgrounds of both the events in detail. The paper also discusses about the target market of
both the events that are being organized in multiple locations. The report gives the images of
the locations where both the events had taken place. The report is hence concerned with the
last FIFA World-Cup of both men and women. The report is structured into three main
categories where the first part will be elaborating on the brief background of both the vents,
then it will move on to talk about the people who will be interested to indulge into the events
from every corner of the world. Thereafter the report concentrates on the destination and how
it impacts the event as a whole. The paper will be segmented into different categories where
one will be describing and explaining the social, cultural, economic and environmental
impact on both the events of men and women. Then the paper will provide associated
marketing strategies that are implemented behind both the events for the promotion of the
events and the brands that are sponsoring the events. The paper also recommends strategy to
attract new audience.
Background of the Event
FIFA World-Cup Men 2018
The last FIFA World-Cup of Men took place in Russia in the year 2018. It started
from 14th of June and culminated on July, 15th. This was the very first World-Cup that had
been organized in the Eastern Europe and this was the 11th time Europe has organized FIFA
(Lavrentyeva, Kuzmin, & Timachev, 2018). The last World-Cup was the costliest World-Cup
expending up to $14.2 billion making it one of the most successful and major events of the
last decade. The event had used Video Assistant Referee (VAR) system for the first time.

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Thirty-two teams took part in the finals and thirty-one could slip through the qualification
round. The host nation had the opportunity to qualify automatically (Bayer & Ruiz-Martinez,
2018). Twenty teams among the thirty-two teams had already performed in the last
tournament that took place in Brazil from June to July. Iceland and Panama were such two
nations to have qualified at the extravagant event for the first time in 2018 World-Cup. Total
number of eleven cities was involved in the whole tournament where twelve different venues
were selected. The entire tournament had 64 matches where Germany were the champions of
the last tournament of 2014. However, Germany was removed in the group stage only and
Russia went out of the tournament at the quarter-finals. The final match of the tournament
was held in Grand Sports Arena Luzhniki Olympic Complex, Moscow on July, 15th 2018.
The match was held between France and Croatia. France won the match with a 4-2 outcome
against Croatia claiming their second Cup title that also made a fourth time consecutive title
winning by a European football team.
FIFA World-Cup Women
The last tournament of the FIFA Women’s World- Cup took place in 2019. The last
tournament was the eighth FIFA World-Cup for Women where total number of 24 teams took
part in the international game. The FIFA World-Cup is the quadrennial international game
where all the national football teams of women from different parts of the earth came forward
to participate in the event. The last tournament that took place in 2019 started from June 7th
and the final was on 7th July (Groll et al., 2019). The host country was France where all the 52
matches took place in nine different cities. France was selected and awarded for getting
opportunity to host the grand event in the year 2015. It was the first time France had hosted
the international event. This event also used the technology of Video Assistant Referee
(VAR) for the first time like it has been used in the last FIFA World-Cup for Men. The
picture of the winning the title was a little different than that of the men’s. United States was

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the defending champions and remained so with an outcome of 2-0 against Netherlands
(Kluger, 2020).
Target Market
Football is a game that intrigues people belonging to different age groups irrespective
of their class, gender, creed and race. No matter what country or province an individual
belongs to, no country can be found without a good number of football lovers. FIFA World-
Cup is quadrennial in nature therefore every year the game returns with bigger opportunity
and bigger audience. The people who have affinity for this game wait for this event to turn up
after every four years. They wait for speculating the grandeur of the event. It is not true that
the local people and the people belonging to that very nation take part to witness the event
rather people across the globe come to be a part of the event. Therefore, all the football lovers
and the people interest in sports can be the potential target market. This is such an event
where there are possibilities of gaining international target market because the people
assemble from different parts of the world.
The women football is another golden feather to the hat of the international football.
Encouraging women in sports has been a trend for last few decades where women are
actively taking part in the international football (Villamar & Smith, 2019). The people who
believe in equality are equally interested to witness the women’s football. The grandness
might not be the same for both the events and the target market might also differ in number
but it is certain that the target market will surely expand along with time.

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External Impact
Social Impact
There are two prevalent classes in Russia where the upper class consists of royal
people, nobleman and the people belonging to church and the middle class comprises of
businessmen, bureaucratic class and the professional people. Different classes in the society
make a bigger picture where the organization of the FIFA made it more enriched involving
all the classes of Russia (Tikhonova, 2017). The involvement from different classes in such a
grand event not only gave an exposure to the Russian to avail the opportunity of showcasing
the world of their culture and heritage but also helped them in learning new things about the
preservation of the social integrity. France is a land of rich culture where the society is filled
with rich people including a higher rate of unemployment encouraging the FIFA to bring
prosperity of the society (Enevoldsen, & Sovacool, 2016).
Cultural Impact
Russia being a land of culture is nation where all the art forms especially literature,
classical music, folklore and architecture are emphasized in all possible ways. The politics
and philosophy of Russia have always been so intriguing that they aroused the audience and
readers of the whole world altogether. Now this land has been very stable both culturally and
economically therefore it can afford a grand stadium like Luzhniki Stadium at Moscow that
can easily attract a huge number of potential audience across the globe. This place is rich
with its traditional aspects where football could add a cherry on the top. France is a land of
enormous culture that incorporate art, history, celebrations of holidays, exotic food, values
and eloquent style of clothing. The interest for football and the affiliation of the target market
for the present factors within the country is likely to help the country in being able to be
established as a favorable destination for the world cup. Russia is being selected as the host

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destination not only because it allows that host destination to be a part of the tournaments, but
also because it will help in educating people about the culture of the country. The love for
football is a key factor that contributed to the success of the event in Russia. However, the
nation has improved so much that it had been chosen in the year 2015 to host the women’s
football in the last FIFA (Toffoletti, Pegoraro & Comeau, 2019).
Economic Impact
Russia is appreciated as a stable economy in the field of macroeconomic aspect
because of its stability from a bigger perspective. The possibility of inflation had almost been
cut down. In fact the budget is also tending to exceed to fund somewhere in emergency
(Medvedev, 2016). The rate of national debt is also very low and the simplistic reserves make
the economy smoother. These factors allow the nation to afford huge events like FIFA
World-Cup 2018 that had helped the economy to gain profit in the field of the hospitality
industry. The hospitality industry went through a huge profit because of its exposure to the
international and national audience (Pshenichnaya et al., 2018). The same can be applicable
for France whose economy is stable not in the context of European countries but it is
prevailing in the average zone in the context of world economy. Certain policies like
improving public finances and lessening the unemployment can improve the condition where
organizing the FIFA had helped the economy to grow faster because different industries got
several scopes to be exposed to many international target market (Crouzet, 2017). The event
has had a positive impact on the economy of the country. There has been rise in the per capita
income in the country as well as increase in the GDP of the country. Hence, it can be said that
there have been positive impacts of the events on the economy of the country.

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Environmental Impact
Russia is concerned with its wildlife preservation due to major change in environment
caused by water pollution and a huge amount of deforestation (Oldfield, 2017). In fact the use
of energy in a massive way is affecting the environment that led the organizers of FIFA to be
more concerned about protecting the environment and the same is applicable for France
where there are several environmental issues regarding global warming, dealing with waste,
wildlife conservation, water pollution and air pollution (Soerjomataram et al., 2018). The
women World-Cup that took place in France made the people more aware of dealing with the
environmental issues more carefully.
Marketing Strategy
Implemented Strategy for Men’s and Women’s FIFA World-Cup
Mascot is an official emblem of FIFA World-Cup that is made every four year to
attract a certain number of people. The mascot is changed and given a new shape and name
every World-Cup. This World-Cup of 2018 had its official unveiling of the mascot in the year
2016 on October 21st. Several university students were put in the competition of producing
design. A design of a cat, a wolf and a tiger were the three finalists among which one had to
be selected. As a result, with 1 million votes casted that is the 53% of the total number of
votes were for the anthropomorphic wolf making it the clear winner (Wolfsteiner, Grohs &
Reisinger, 2019). The wolf had been designed in accordance with the color of Russian
national team. The wolf, namely, Zabivaka is a kind of portmanteau that is joined by two
Russian words encouraging the fact that he aspires to be football player who is confident,
social and extremely charming (Clemente, 2018). The back story of the emblem seems to
have attracted a good number of audience that has also been printed in the merchandise that
have been specially designed for FIFA World-Cup. The women World-Cup also had a

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mascot applying the branding strategy namely, Ettie who was a young chicken, a football
enthusiast and is full of life. She has been presented in front of the Eiffel Tower for the first
time and was introduced as the daughter of Footix who was the mascot for the World-Cup of
1998 that was also held in France. Branding is such an instrument of marketing that can
attract the audience quicker than other things. Mascot is just the best example of branding
that FIFA for both men and women use.
There are seven sponsorships currently associated with FIFA World-Cup 2018 and
are also lined up for next World-Cup among which Visa, Adidas, Coca-Cola come in the first
row. Their marketing is carried out in a way where the products the brands sell advertise
FIFA. The way the brands were promoting FIFA by putting the logo of FIFA in their
respective products or launching new products was only for World-Cup not only promoted
the event but also increased the sell of the products. Visa, Nike, Hyundai are some of the
sponsors of women World-Cup, 2019 who had acted out in the same way to promote the
event (Petty & Pope, 2019). Integrated Marketing Communication is carried out through
sponsorship where the both way communication between the sponsors and FIFA World-Cup
is established for the promotion of both the ends.
Conclusion and Recommendation
On a concluding note it can be said that the paper had visited the background of both
the FIFA World-Cup for Men and Women. It had talked about the external factors affecting
the event. The social, cultural, economic and the environmental factors are impactful on the
event and are described in detail. The paper also concentrated on the marketing strategies that
have been implemented and justified with proper theories. However, the way the FIFA
World-Cup for men are promoted, the same intensity is missing in case of women. With the

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introduction of an official jingle can reach the audience faster because that would be
appearing on radio, television and on internet. It would be easier for the audience to pay
attention and know about the event that will eventually draw a better number of target-
market.

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