How can non-sponsoring manufacturers discuss in regards to the Cup?

Companies that were not “summoned” as official sponsors of the Brazilian team or the World Cup will have to follow a series of rules imposed by the CBF and FIFA

For the next 30 days, the World Cup in Qatar should be the main theme in conversations between family and friends, and it will not be different in the advertising campaigns of various brands in the country. However, for companies that were not “summoned” as official sponsors of the Brazilian team or the World Cup, this conversation will have to follow a series of rules imposed by the CBF and FIFA.

Experts heard by Estadão believe that, even without joining the official team, the brazilian brands have the chance to “surf” in football engagement and ensure good results throughout the Cup – the important thing, in this case, will be to abuse creativity.

Eduardo Carlezzo, a lawyer specializing in sports law and a partner at Carlezzo Advogados, explains that legal limitations on the subject have advanced in recent years. He says that companies that violate this rule can end up in court and pay dearly for the misuse of the image of the World Cup. Among the main limitations for non-sponsors are the use of team shirts or direct associations to football events.

“The World Cup in Brazil left this legacy of greater maturity about what brands can do in campaigns. The important thing is not to cross the red line”, says the specialist.

In the evaluation of Eduardo Tomiya, from TM20 Branding, because they cannot use symbols and direct mentions, brands outside the official list have been betting on instilling a feeling of nationalism and “Brazilianness” within their campaigns.

“The alternative for these companies is to work with the subjectivity aspects of the theme. The World Cup is the moment when Brazilians feel Brazilian the most”, says Tomiya.

An example of this strategy is seen in the Caoa Cherry campaign for the Tiggo model. In the advertising film “Com Tiggo”, created by Havas Group, the automaker exalts the product while relating it to a certain “Brazilianness”. “I think they were very happy in this campaign, because they are not talking about the national team or the Cup. They are talking about nationalism, about rescuing the Brazilian identity that was associated with polarization,” says Tomiya.

Set the “tone”

Without being able to use the coat of arms or the official shirt of Brazil, one way to get into the World Cup mood is to use other symbols or people connected to the theme, as Americanas.com did. The retailer chose the narrator Galvão Bueno to be the star of a campaign about Black Friday. The World Cup veteran was responsible for giving the “tone” of the World Cup to the company’s communication.

For the Free market, the way chosen to talk about the topic of the moment and not disrespect any regulations was to sponsor football matches, but far away from Qatar. The e-commerce giant will donate nets for the goalposts of soccer fields in communities across the country, to encourage the sport in peripheral regions.

Another brand that is outside the list of official sponsors of the World Cup and the Brazilian national team, but is keeping an eye on what is happening in Qatar, is Bahia Houses🇧🇷 In a campaign created by the VMLY&R agency, the company launched the “Gol de Pix” to reward customers in case of victories of the team in the world cup. “It is a date that has many opportunities for brands to speak differently with their activations, even with all the restrictions. Because, to talk about the spirit in the country, I don’t need to be literal or be the official sponsor”, says Luciano Deos, from Gad Consultoria.

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