What the FIFA world cup teaches us about building brands that people remember

EVERY four years, the FIFA World Cup becomes far more than a football tournament.

- DR NIK EBERL

It becomes the world’s largest branding masterclass. While marketers focus on sponsorships worth hundreds of millions of dollars, the tournament quietly reveals a deeper truth: the strongest brands are rarely built through advertising alone.

They are built through identity, emotion and shared experiences.

Having had the privilege of covering Germany’s nation-branding campaign during the 2006 FIFA World Cup and helping establish South Africa's Brand Ambassador Programme ahead of the 2010 tournament, I have seen first-hand how global sporting events reshape not only reputations but also the way nations—and organisations—see themselves.

This year’s tournament has once again reminded us that branding is less about what organisations say and more about what people experience, remember and willingly share.

Two remarkable stories stand out. Neither involved a global advertising campaign. Neither required enormous marketing budgets. Yet both generated worldwide attention.

The first comes from Norway. As the country embarked on its most successful World Cup campaign in decades, an extraordinary ritual emerged among supporters.

Wherever Norwegian fans gathered—from stadiums in Boston and New Jersey to Times Square, schools, nursing homes and even Parliament—they performed what has become known as the “Viking Row”.

Thousands of supporters sat shoulder to shoulder, rowing imaginary Viking longboats in perfect synchronisation while chanting a single word: “Ro!” It is beautifully simple. Children can participate. Grandparents can participate. Even the Prime Minister joined in.