The football world cup is now well on its way with the big kick-off in just over two months. Of course I’m sure everyone will already have seen the early world cup adverts such as the chunky lad in the Visa advert who runs his way to the world cup finals. The fact is that a lot of companies pay millions to be part of the world cup sponsorship and make a lot of money back riding its coattails. You can definitely expect to see a lot more adverts soon from top sponsors Coca Cola, Sony, Adidas, Hyundai and Emirates, but one area where they seem to have so far failed to generate association is online.
An article published by the Guardian picked up on this and the fact is that so far none of these major sponsors have begun capitalising on the association with the tournament which has already seen massive increases in related searches.
Due to their level of sponsorship, these companies are in a unique position to capitalise on their ability to liberally associate with the trademarked Fifa World Cup terminology. In the build up to the tournament related internet searches are guaranteed to grow exponentially, so why aren’t these companies taking advantage of this by optimising for some pretty handy world cup keyphrases? Part of the research from the Guardian conducted by the agency Tamar found that key sponsors where so far not linking to some of the top keyphrases such as “world cup 2010” and “soccer world cup”. Even Adidas which makes the official “world cup ball” doesn’t even rank on the first page for that term.
To an extent some of the big players are starting to make inroads such as Emirates and Adidas, but this is still limited. Elsewhere Sony are making some moves in paid searches but are missing out on natural listings which receive far more traffic. It could be the case that this is a work in progress, but for such massive companies with vast experience in online advertising you would think that they would have gotten their SEO into action a lot sooner. Perhaps they should have outsourced.
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