Digital promotion of FIFA Under 17 World Cup, 2017, helped the tournament reach to a larger audience; and with a poise.
FIFA U17 World Cup, 2017 is the first ever FIFA football event in India and therefore, the host country along with FIFA left no stones unturned to promote this world football extravaganza in terms of traditional marketing and especially on digital and social media platforms. This year, the digital platforms were used extensively to promote and create awareness about this major sporting tournament which helped the host nation showcase its large fan base of football followers in the global arena.
For all the football fanatics who were unable to catch the live broadcast of the matches on television, the broadcast partner made special arrangements for live streaming. Now viewers have caught the live matches on the SonyLiv application on their phones or on Sonyliv’s website.
Merchandise on e-commerce websites
A month before the scheduled World Cup, All India Football Federation (AIFF) made Indian team jerseys and other accessories available online in association with ‘the souled store’ at feasible prices to provide a unique opportunity to the Indian football fans to express their fandom. The products were also available on other e-commerce websites such as Amazon, Myntra and Flipkart.
Stronghold on Social media
A strong football community in India found their voices online and therefore this year’s promotion was more focused on social media. In order to promote the first round of draw, the international football association went live through its Facebook official page while interviewing football legendaries such as Esteban Cambiasso and Nwankwo Kanu. There were also live interviews with Indian players Jackson Singh, Sunil Chetri and the shuttle star of India in the recent times, PV Sindhu.
Twitter as a social media platform was the most instrumental platform that gave the tournament a far-reaching attention. FIFA created a new Hindi Twitter Account which is covering the full tournament across six venues offering fans real-time updates on the tournaments in Hindi language, the most widely spoken language in the host country. This has also helped the sport as well as the tournament to overcome the language barrier and unite all football enthusiasts of the country to discuss and share their opinion throughout this 23-day-event.
— FIFAHindi 🇮🇳⚽🏆 (@FIFAHindi) October 5, 2017
Several celebrities and sports personalities have used the digital platforms to express their support for the Indian Football Team.
— Mithali Raj (@M_Raj03) October 5, 2017
Some of the popular hashtags such as#PlayInspire, #FootballTakesOver, #FifaU17WorldCup, and #FifaU17WC are already trending.
Promotion through Partners
Along with FIFA and the host country, private partners such as Adidas, Hyundai, and Hero Motocorp have also taken the charge of promoting the 23-day-event. For example – Hyundai has started a digital campaign for young football fans in the country called #FuelTheGame and #FootballerInYou. In #FuelTheGame fans can submit slogans for their favourite U-17 players and in #FootballerInYou fans have been asked to upload films of their own football skills. Both the campaigns will be on throughout the entire tournament period.
Bengal aiming the final goal
As one of the host states and the venue for the finals of the tournament, West Bengal government is promoting the FIFA U-17 World Cup in its own quintessential way. The state government has been extensively using the hashtag #BiswaBanglayBiswaCup on Twitter, Facebook and other online platforms promoting the tournament efficiently. Further, a new section for U-17 world cup has been created on West Bengal Sports official website, where all the details are updated. Moreover, a YouTube channel called U-17 World Cup Kolkata has been set up, where a music video created for the World Cup by the State Government has been uploaded.