Reza Mamodhoussen | 5 min. read

A look into the cultural factor of World Cup events and how marketers adapt!

A Quick Insight

We’ll be diving into World Cup tournaments and how they are impacted by the cultural factors. This may seem like an obvious idea; however, World Cup organizers have to work with marketers to give out the image that they are respecting the host countries traditions and culture. We’ll look at:

  1. The Qatar World Cup and the nightmare that lays ahead. 
  2. How marketers are taking advantage of consumer behavior

“A good company offers excellent products and services. A great company also offers excellent products and services but also strives to make the world a better place.” 

– Philip Kotler

The Nightmare Ahead

The biggest cultural impact we will be seeing at a World Cup tournament, since its conception, will be happening in November of 2022 at the Qatar World Cup. I attended the event in 2018 in Russia, and the cultural impact was clear. Drink, drink, drink. This has also been the consumer behavior during previous tournaments; however, this took on another scale. It was another day in the office, however, for marketers. Posting on social media relentlessly, promoting the events and keeping fans updated.

Qatar has indicated that they will not be serving drinks in most bars and restaurants. The cultural impact will be massive. Alcohol consumption is tightly controlled in Qatar, and it is illegal to be intoxicated in public. As a marketer, covering news on this is crucial. Fans have not responded favorably to the news, however, marketing techniques such as organizing events have allowed “wet fan zones” to perhaps take place. 

This is a nightmare for sponsors such as Lite and Budweiser. Qatar getting the event has been triggered as a corrupt decision. As a marketer, your duty is to promote the event, even if contradicts your ethical values. Huma right violations stories have also come under scrutiny, and marketers are finding it increasingly difficult to get positive reactions on their social media posts regarding this tournament. 

Consumer Behavior

Understanding and communicating consumer behavior is crucial for marketers and organizers. When look at cultural factor of events, marketers must consider nationalities, religions, racial groups, and geographic regions. As a marketer, your duty in this situation, must be to promote events that are conditioned to fit the groups that are attending. 

A key part of this is looking at how people influence each other. There are hundreds of people who will not be attending the upcoming World Cup due to human right violations. Marketers can consider themselves as the opinion leader. They are giving fans/consumers information regarding the tournament. It is also their job to persuade as many people to come and join the fun. 

Promoting the event is the big role here for marketers. Deterring fans from negative news and continuously posting pictures or videos that show the beauty of what is to come. Marketers, whether through ads or posts or even short videos, must showcase what the event will be offering. Families are the biggest consumers. When I attended the World Cup in Russia, the family package persuaded us, because of the great deal. We would not have known about this deal if I had not seen a short video regarding this package on my news feed.

Looking Forward

Marketers must consider every aspect of the cultural factor because persuasion and promoting is the most important way of getting people to come to an event hundreds of miles from their home. Most marketers work behind the scenes, and this may dissuade those who work in marketing to help consumers find what they want. However, this is far from the truth. Stick with me on this blog, and you will continue to find out why and how marketers are impacting the world!

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