Do you like football? Do you like futbol? Do you like a challenge? Here’s a c
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Do you like football? Do you like futbol? Do you like a challenge? Here’s a challenge: how do you expand futbol globally? In America, we are a football culture (not so much a futbol culture). Can soccer (aka ‘futbol’) ever come ot America in a big way? Read this case and answer the three questions at the end of the case.
There are two international cases that you need to complete during the semester, this is the second. It is an individual project. Good luck.
Case 4-2.pdfPreview the document
Case 4-2: Soccer in the USA: Football’s Final Frontier?
Overview: Soccer enjoys a reputation as “the world’s sport” and “the beautiful game.”
FIFA has done much to popularize the sport around the world.
Although the American team advanced to the semifinals in 2010 and again in 2014, the game still enjoys greater popularity in other parts of the world.
FIFA launched a new global brand with a goal to build and maintain awareness and interest in soccer in the years between World Cup matches. The United States is a key market for FIFA.
Marketers understand that the connection between soccer and the fashion world represents a golden opportunity. Soccer stars achieve celebrity status, are household names in many parts of the world, and enjoy seemingly universal appeal.
4-10. What will it take to build FIFA as a brand?
4-11. Who do you think will be the “next Beckham”?