And the big winner of the World Cup is … Apple

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Every four years, many companies choose to sponsor the World Cup football. A way to take advantage of the extraordinary visibility of the second most publicized sporting event in the world after the Olympic Games. A little more than three billion people had followed, from near or far, the last edition in 2014.

This year, Fifa revenues from sponsorship would reach the sum of one billion six hundred million dollars. euros and one does not count the advertising revenues generated by the broadcasters of the Mondial and all the media -tele, radio, press, internet- that cover it in one way or another.

TO ALSO READ The long and difficult quest for perfect earphones

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Without being a sponsor of the World Cup-unlike McDo, Coca and other major brands -, Apple manages to pull out of the game: since the beginning of the tournament, we saw a good part of the world football stars wearing the famous AirPods, the latest headphones Wireless Cupertino. Whether Brazilian Neymar, the British Welbeck and Lingard or the Mexican goalkeeper Ochoa, all displayed themselves with this product Apple in the ears at the airport, the descent of the bus or before meetings.

The strategy Apple for the World Cup follows the logic of differentiation started by the brand since 2007 and the release of the first iPhone. In order to show its particularity, Apple does not participate in the competition that takes place between the different sponsors, taking advantage of the success of its AirPods to stand out. Operation that brings a monumental free ad to the firm.

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<p clbad = "canvas-atom-canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm "type =" text "content =" Some people criticize the brand for using the "marketing ambush". business, to badociate its image with an event (…) Read more on Slate.fr

"data-reactid =" 30 "> Some blame the brand for using the" ambush marketing " . This practice which consists, for a company, to badociate its image with an event (…) Read more on Slate.fr