May 19, 2020

5 Strategies for Businesses to Consider During FIFA Women’s World Cup Canada 2015

Women's World Cup
World Cup Canada 2015
Canadian business
Mana Tulberg
3 min
5 Strategies for Businesses to Consider During FIFA Women’s World Cup Canada 2015

Read the latest edition of Business Review Canada!

On Saturday June 6th, 2015, the eyes of the football world will turn to Canada as the country hosts the FIFA Women’s World Cup 2015 ™.   Historically, the events showcased 16 countries, this year however, 24 countries will be featured in 52 matches across 6 cities: Vancouver, BC; Edmonton, AB; Winnipeg, MB; Ottawa, ON; Montréal, QC; and Moncton, NB.  Hosting these tournaments is expected to have a significant social and economic impact on the country.

According to the Canadian Sport Tourism Alliance, the 24-team World Cup tournament will generate an estimated $267 million in economic activity across Canada in 2015.  Hosting cities will have a considerable opportunity to grow their local businesses and community facilities. Canadian businesses can expect a greater economic stimulus than businesses in previous hosting countries.  

While many consider the economic impacts of a World Cup to be short-lived many businesses can take advantage of these events and build strong and lasting international ties.

Here are 5 business strategies to consider during FIFA Woman's World Cup 2015:

1- Increase Your Business’s Global Identity:

Although larger sporting companies have a monopoly over team sponsorships and advertisements, it is important to acknowledge the power of online marketing. Many fans from all over the world follow their teams online. By making your brand visibleon different platforms, businesses can capitalize on this following, and make a lasting impression with fans on a global scale. 

2- Build a Legacy:

Hosting a World Cup undoubtedly increases tourism to the hosting country, presenting a prime opportunity for your marketing department to create a strategy to make a lasting impression on the visitors.  Come up with a strategy to make these visitors talk about your brand on an international level.

3- Take Advantage of Investment Opportunities:

As the largest sporting event in the world, the World Cup attracts many investors from around the globe.  Formulate a business plan for attracting foreign investors.  Previous research has shown that hosting a mega-event affects a host country in terms of consumer awareness and attracting visitors to the country (or city) during the event (Green et al, 2003). Im addition, as the economy heads towards the road of recovery, the country becomes more attractive to foreign investors.   


4- Don’t Get Caught Off-Guard:

Not many companies were prepared for the early elimination of some of the best football teams during the 2014 Men’s World Cup in brazil.  Be prepared to change as the games continue to proceed.  Act fast and have your brand make a trusting impression on the fans.

5- Be Informed:

The 2014 Men’s World Cup was one of the largest sporting events discussed on Twitter and many brands did well by being a part of the action.  However, other brands such as Delta Airlines failed in their online relationship building tactics.  During the USA-Ghana game a misinformed tweet was posted and not well received. For the record there are no giraffes in Ghana.

Displaying Delta_Tweet.jpg

Educate yourself on the culture and geography of all the participating countries.  The last thing you want your business to do is to offend the players and their fans.

FIFA Women’s World Cup Canada 2015 is only a few months away.  As brands find new ways to reach consumers, it’s crucial to determine how to get the most out of your marketing efforts. It’s no longer enough to associate your logo with an event and call it marketing.  Your brand needs to create unique ways to bring memorable experiences to fans. So, think about the complete ROI when entering the competitive sport of World Cup marketing! 

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Jun 21, 2021

How AWS helps NASCAR delight its fans

3 min
Customer obsession and working backwards from the customer is a mantra of Amazon Web Services (AWS), epitomizing its partnership with NASCAR

AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”

AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”

Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”

Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”

Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using  ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”

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