During the World Cup season, focus naturally centers on the pitch, the sporting action, and nostalgia-filled commercials that pull at the heartstrings.
However, outside the stadiums, and in one specific case, right on the field, there are strategies that truly rise to the occasion of this event, standing out time and again.
However, outside the stadiums, and in one specific case, right on the field, there are strategies that truly rise to the occasion of this event, standing out time and again.
Three companies are currently stealing the spotlight thanks to the marketing campaigns they have rolled out during this World Cup: Rexona, Levi’s, and Netflix. All three have reacted brilliantly to the circumstances they face regarding the FIFA Men’s World Cup. Interestingly, only Rexona is an official sponsor; the other two capitalized on restrictions and consumer behavior.
Dove (sister company of Rexona) is one of the tournament’s sponsors. It sits on the second tier of sponsorship (out of three: FIFA Partners, Sponsors, and Supporters), meaning it gets solid commercial visibility, including exclusive spaces and LED board time, though fewer benefits than FIFA Partners like Coca-Cola, Adidas, and Aramco, to name a few. In this edition, Unilever secured the fourth official’s substitution board, where substitutions and added minutes are announced, as an exclusive space, featuring the brands Rexona and Sure (the latter used in the UK market when England plays).
So far, business as usual. The genius lies in the small, major details. The most obvious one is being the center of camera attention during those crucial seconds when substitutions and stoppage time are announced. The second is that, in doing so, the fourth official inherently raises their arms to display the digital board. Taking advantage of this motion, the brand decided to place a Rexona logo right under each sleeve of the referee’s shirt, making it visible at that exact moment. The placement is highly precise, as it sits practically in the armpits where deodorant is applied. The reference is so blatant yet subtle that it is brilliant. Without being a top-tier FIFA Partner, the brand achieved an impact that might even surpass it, without paying those premium rates.
The placement is highly precise, as it sits practically in the armpits where deodorant is applied.
Moving literally off the pitch, Levi’s capitalized on a FIFA restriction, and even invited Heinz along for the ride, to generate visibility out of concealment. FIFA enforces a “Clean Stadium” policy for its tournaments. This measure involves covering up all logos of any brands present within stadium facilities, stands, concourses, VIP lounges, walls, etc., that are not official FIFA Partners, to protect its commercial allies and guarantee the exclusivity promised in their program.
For this reason, the stadium’s name was temporarily changed to the city where it is located or its nearest landmark. In the case of Levi’s Stadium, its name changed to San Francisco Bay Stadium, and the brand’s logo on the building’s exterior wall was covered with white material to hide the name. However, the distinct silhouette of the logo remained intact; the covering was not a standard, square-shaped tarp, for instance. Levi’s decided to use a completely white logo, featuring the brand’s characteristic silhouette, across its social media platforms to “change” its logo during the tournament. It was a masterclass proving that a brand name isn’t necessary for a brand to be recognized.
It was a masterclass proving that a brand name isn’t necessary for a brand to be recognized.
Heinz, the stadium’s commercial partner and the brand behind the sauces used inside the facility, was also subjected to FIFA’s censorship. When they highlighted this on social media, they received support from Levi’s in a witty comment thread on Instagram. Levi’s surprisedly asked if they were also part of the “Clean Stadium” policy, to which Heinz replied that they were in this together. A pure marketing lesson. Even Durex joined the conversation, commenting that “protection is protection.” Truly a masterclass.
Finally, Netflix, the streaming platform with the largest subscriber base, made a move that nobody saw coming. Anticipating an inevitable drop in viewership and user watch time due to the World Cup matches, the company sent a powerful message of understanding instead of trying to persuade people not to step away from their content: “Our stories can wait, come back soon.” Brilliant. Furthermore, they tailored the message to different series, showing a deep understanding of their consumers’ behavior.
During the World Cup, brilliant plays aren’t just happening on the field.