An interesting sidebar to the Republic of Ireland 2-2 draw in Serbia last night was the mix of commercial partners advertising on the LED screens. The fact they were able to operate at all in rain of biblical proportions is testament to their technical construction.
We are used in a world of multi sponsors to see a closed group of brands operating around the major tournaments but last night’s game was a hybrid with a mix of official UEFA or FIFA partners including Turkish Airlines and Continental Tyres jostling with more local brands.
The title of the ‘series’ is a bit of a mouthful being known as the European Qualifiers for the Russia 2018 Fifa World Cup, but only Gazprom of the official partners for the tournament itself featured in the pitch side advertising.
Pecking Order
This might suggest a strengthening of UEFA’s hand in the pecking order for commercial sponsors around the tournament.
The most unexpected brand to appear (as pictured) was the Pro Evolution Soccer Game franchise, the little sparring partner of the EA Sports Game FIFA 17 which is of course licensed to the tournament organisers.
FIFA outsells PES by 15 million to less than 2 million but with arguably a stronger gameplay engine and a growing desire to compete in licensing deals, with Barcelona and Liverpool going the more generic Manchester Blue or North London on the smaller game, PES sees itself as an increasingly viable rival.
Local Authorities
It’s a big playing field and doubtless PES paid the local authorities handsomely for the right to promote their game last night.
If EA Sports and FIFA were watching though they may be preparing a note this morning about the perils of ambush marketing against yourself.
We certainly don’t envisage PES being visible when it comes to the World Cup Finals in less than two years time.
