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World Cup dreams for UK companies

Commercial opportunities

Many UK companies are awaiting Fifa’s World Cup announcement with baited breath. Sponsoring partners British Airways, Umbro, Morrisons and BT are hoping their involvement will pay off if the bid is successful, with financial analysts predicting a huge boost for the UK economy in general. The result is set to be announced in Zurich at 3pm today.

According to PricewaterhouseCoopers, the official bid business adviser, “staging the tournament could equate to £3.2bn for the country” in 2018; North West Business Insider predicted this would include £100 million for Manchester alone. With further commercial backing provided by Eurostar, Heathrow, Land Rover, Jaguar, npower, Premier Inn and more, not to mention countless brands that have pledged to supply the event should it go ahead, today’s announcement could have a huge impact on the UK economy.

Social media support

England’s bid, fronted by PM David Cameron, Prince William, and David Beckham, has been one of the first to fully utilise online and social media marketing. The England 2018 bid website has received more than 2,364,000 clicks of support from the public, while the Facebook page boasts over 300,000 fans. Members have access to an exclusive Facebook app, where they can upload a video of their celebration, vote on their favourites, invite friends and win prizes.

Twitter has also been employed, with over 7,350 followers and hashtags including #backthebid and #England2018. At 10:30am today, the latter was the second highest trending topic on UK Twitter streams. Jo Vertigan, England 2018 head of digital, told Marketing magazine: “Social media has been a key element of the England 2018 digital strategy”.


Update: Oh dear. Looks like Russia and Qatar will be getting those incredible boosts to the economy.

Written by Rachel Hand

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