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The level of marketing by domestic sports brands remains relatively modest, with limited resources and strategies. The date of the original content was July 3, 2014, at 10:17 AM. Since the start of the World Cup on June 12, fans and even non-fans have been swept into the global football frenzy. This is not just a celebration for true supporters, but also an opportunity for brands to shine. Seizing this four-year chance, many companies are eager to stand out, showcasing their creativity and adding fresh energy to the event.
The World Cup has become more than just a sporting event — it's also a feast for the senses, especially when it comes to food. During the 90 minutes of play, fans can't resist grabbing a bite. McDonald’s, one of the official sponsors, played a key role in this experience. With its well-known slogans and delicious offerings, it provided comfort to fans late at night. The brand introduced a special Brazilian menu filled with World Cup-themed items, including two new burgers named "Rio Glory Fort" and "Heat Samba," which featured a football texture and traditional Brazilian ingredients. Other unique items like "Magical Arc Bananas" and "Sambapa Pancakes" added a South American flair to the menu.
Bread manufacturers also jumped on the bandwagon. In local shops, a series of breads called "Breadzil" became popular. One standout item was the "Outstanding Luxor" bread, shaped like a jersey and filled with sweet and sour lemon milk. Its yellow color and creative design made it a hit among customers.
For most fans, the World Cup without beer would feel incomplete. On the other side of the world, players were competing on the field, while in places like Quanzhou Shangchao and Bar Street, beer brands were locked in a fierce battle. Events like the World Cup Oktoberfest at Puxi Wanda Plaza turned public spaces into mini football fields, with green fields, Brazilian flags, and beer bottles all contributing to the festive atmosphere.
Tsingtao Brewery took a different approach by offering personalized products. They launched a special football-themed beer can with a design that mimicked the stitching of a soccer ball. The product was sold through Tmall, with each box containing 12 cans priced at 69 yuan. It quickly sold over 8,000 units, showing strong consumer interest.
Meanwhile, Harbin Beer focused on social media engagement. By collaborating with famous personalities, they created four emotional ads that explored relationships between fans, family, and friends. This strategy helped the brand gain significant traction online, generating 200,000 discussion topics, 280,000 shares, and over 150 million views in just a few days.
Although Quanzhou-based sports brands weren’t official FIFA sponsors, they didn’t miss the opportunity to join the party. Xtep organized a “Ubiquitous Revelry†event during the World Cup, featuring table football machines in stores and nationwide promotions. They also launched interactive activities on both PC and mobile platforms, as well as college football leagues and campus parties. At the opening of Asia’s largest experience store, they even invited samba dancers and football babies to create excitement.
Anta, on the other hand, focused on product innovation. They released a range of World Cup-themed gear, including casual shoes, training suits, and jerseys with team flag elements. Colors like black and white, yellow and green, and blue and white represented Germany, Brazil, and Italy respectively.
Peak also incorporated World Cup elements into its clothing, using bright and colorful designs to reflect the Brazilian spirit. According to Lin Guozheng, the brand director, since these local brands couldn’t use official logos due to strict IP rules, they relied more on creative marketing. Despite this, the World Cup still offered a great platform for brand exposure and event-driven sales.
Industry experts noted that while domestic sports brands are still developing, their marketing efforts are generally modest and lack depth in expressing brand culture. In contrast, global giants like Nike and Adidas excel in emotional storytelling, resonating strongly with consumers.