The World Cup in Qatar has finally come to an end, much to the dismay of those who have been enjoying the football feast for the past month. The final between Argentina and France could not have ended the event in a better way, having been considered by many as the best of all time, in addition to finally placing Lionel Messi on the shelf of the greatest of all time along with Pelé, Maradona and other stars who won the tournament.
Still, this year’s World Cup wasn’t just about enjoying the most popular sport on the planet. There are several lessons and news that we can observe not only in the world of advertising, but also in innovation and many other areas. To remember some things that the World Cup brought us, we took stock of the event, remembering some moments and details that you cannot miss.
Cazé TV and the World Cup broadcast
Perhaps the biggest message this Cup has sent to content creators and the general public is that television can be beaten. Of course, this wasn’t exactly news when the topic was entertainment as a whole, but until then, when it came to sports broadcasting things looked pretty different… until now.
During the month that the event took place, we followed the growth of CazéTV, YouTube channel and Twtich made by streamer Casimiro Miguel, success in social networks. CazéTV, which managed to partner with FIFA to broadcast several games at the event, including those in Brazil, broke several records during the month, even reaching the top of the ranking of the most watched lives in the world.
The numbers mean a lot to Casimiro and his collaborators, such as the narrator Luis Felipe Freitas, who voiced the matches on the channel, the comedian Diogo Defante, who was the talk of the networks while making jokes with other tourists who went to the Arab country to watch the event. In addition, it also opens the door to news in the sporting field, if the Cup was a success outside of television, why can’t other events and championships be too?
But what about television?
Even though internet transmissions have proved to be a strong threat to television’s hegemony in transmissions, they still managed to maintain good numbers and good times during the event. The games broadcast on open television were handled by Globo, which has dominated the Cup for over 40 years and this time had a special moment with the departure of its main narrator: Galvão Bueno.
When it comes to closed television, the games were on account of the giant ESPN. Even so, it is worth noting that the channel’s main focus for this edition of the competition was somewhat redirected to Star+, Disney’s streaming service that ensured the transmission of the “highlights”, the best moments, of the World Cup games. This action also targets future football championships, such as the Premier League, which can be seen through the service.
And speaking of Galvão…
One of the biggest campaigns during the World Cup period involves Globo’s greatest narrator, Galvão Bueno. In an unprecedented partnership with the TikTok social network, the narrator “lent” his voice to the app’s users. Now, when recording videos, it is possible to use the iconic voice as an effect. Check out:
@galvaobuenooficial That’s it, now you can narrate your videos on @TikTok Brazil using my voice!! Everything becomes a game in the app!! #FalaGalvao #TorcidaTikTok ♬ original sound – Galvão Bueno
The dominance of bookmakers
Bookmakers this time were one of the most benefited by this year’s Cup. The various campaigns and advertisements seem to have had an effect and attracted a diverse audience that tried to turn their hunches and intuitions into cash.
It is estimated that, compared to the previous tournament, held in Russia in 2018, the amount bet on these sites was 65% higher. According to the multinational bank Barclays, 35 billion dollars would have been bet during the event, with 1 billion of that amount only in the grand finale, which took place on the 18th. Converted into real, that amount approaches R$186 billion.
Adaptation
Qatar is not the best example of a liberal country. With several restrictive measures and laws completely different from what we are used to, some brands had to reinvent themselves to participate in the event, or even reinvent themselves because they could not even enter the country, as is the case with Budweiser.
Among the main measures in Qatar, one of them is the restriction of alcoholic beverages, mainly for religious reasons. Therefore, beer brands such as Budweiser were unable to carry out their plans as expected during this edition of the event. The strategy then was another: a special advertising campaign that, in the end, would deliver a giant shipment of beer to the winning country. The brothers, of course, will receive liters of beer at home for free.
Another brand that cannot be left out when it comes to adapting during the World Cup is Pantone. As Qatar has several laws that punish the LGBTQIA+ community, including prohibiting demonstrations in support of the community, Pantone decided to innovate, creating a special flag for the public.
The flag created by the brand is completely white, but with the added detail of the brand’s color registers. These records are nothing more than the colors of the rainbow that mark the LGBTQIA+ flag, making the protest pass unharmed before the authorities. Although the question of how much the action represents the community can be done, it is worth remembering innovation in the face of a limiting situation on the part of the company.
E 2026?
Now, a new cycle begins for teams, brands and, of course, for the general public, who will have to wait another 4 years to find out if the long-awaited Hexa will arrive in Brazil. The 2026 World Cup takes place in three different countries: the United States, Canada and Mexico.
Despite the proximity, the three headquarters have very different cultures, making brands have to adapt to different audiences, but with a relief in relation to the strict laws that dominated the two previous headquarters, Russia and Qatar. Until then, all that’s left is to wait.
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