Moy Park to run FIFA World Cup ticket competition
Friday February 28, 2014 at 10:38am
Leading UK food company Moy Park will be launching an on-pack promotion offering shoppers the chance to win a trip for two to the FIFA World Cup semi finals in Brazil. Poultry specialist Moy Park’s parent company, Brazilian food group Marfrig, is an official sponsor of the tournament, which give its subsidiaries around the world access to World Cup tickets for consumer promotions. Companies which are not official sponsors cannot offer tickets as prizes. Marfrig recently announced the appointment of Vincent Gaillard as global co-ordinator of its 2014 FIFA World Cup sponsorship activities. Gaillard will be responsible for co-ordinating all brand activities before and during the event, which takes place from June 12th to July 13th 2014. Gaillard previously managed Coca-Cola’s activities at the 1998, 2002 and 2006 FIFA World Cup tournaments as well as at the Beijing 2008 and London 2012 Olympics. Moy Park chief executive officer Janet McCollum says: “The FIFA World Cup is among the world’s most widely viewed sporting events watched in over 200 countries by over 715 million people and Moy Park is delighted to be an official sponsor of the tournament. As well as supporting the sponsorship with a comprehensive advertising, promotional and marketing campaign, we are also really excited about our plans to celebrate this fantastic event with our employees, customers and consumers.” The Moy Park brand will be beamed to millions of viewers across the globe on pitch perimeter boards during matches including those involving England, France, the Netherlands and Spain to name just a few. As part of the official sponsorship deal with FIFA, the Moy Park brand will feature on the FIFA.com website and the Marfrig brand will appear on the official FIFA 2014 video game, alongside global brands including McDonald’s, Budweiser and Johnson & Johnson. Companies which think they can associate their brands with the FIFA World Cup via promotions should proceed with caution, according to the Institute of Promotional Marketing, which is currently advising a number of sponsors and non-sponsors on planned activity. FIFA will take action over any infringement of its copyright in marketing materials, while the availability of tickets for prize draws is strictly controlled. In 2006, delivery company TNT faced embarrassment and had to write off significant marketing investment after FIFA forced it to withdraw a competition offering 100,000 business users tickets as prizes.