I think everyone will agree with me that British football, along with most popular spectator sports, was purchased many moons ago. But for this World Cup, it seems that the spectator him/herself has been entirely purchased too. Sure, fans have always forked out money for tickets, replica kits and Pukka Pies, but every aspect of team support is now facilitated through a brand. Mars tap in to our collective yearning for glory by urging us to 'believe' on re-branded packaging, a micro site with screen savers and tie ins with Metro newspaper.
Coca-Cola dig the well of emotion deeper still, simply asking us to 'Love' our footballers. Not only is the physical experience of supporting the team (watching on a Phillips Amber screen TV in an Umbro shirt, eating Pringles crisps, waving a Sainsbury's George Cross, drinking Budweiser beer, buying Pizza Hut takeaway with a Mastercard credit card), but the public and private emotions attached to the game are now wholly associated with brands.
At school, I was rubbish at football. Even worse, I didn't have the right kit or a decent Adidas ball, so I've always hated the game. I'm not going to moan on about footie fans, but it is an interesting experience to be standing outside the marketing frenzy that is sweeping this country at the moment. Realists claim advertising's power lasts only until you look away. But there is no looking away here in London at the moment. If anyone needs me, I'll be hiding under a rock until it is over.
5 Comments:
don't feel lonely in this. I am pretty sure things are even worse in Brazil. This has being the worst World Cup ever regarding advertising exaggeration.
Yes, I bet Brazil is just awash with football marketing right now. How does it feel to have Nike hijack the entire country, I wonder?
Neil
Speaking of football how about brands that get appropriated by those the brand mamagers don't want near them? BURBERRY. Nice little quandary for brands that somehow lose control of their market. Nice little piece on the BBC website about this http://news.bbc.co.uk/1/hi/magazine/5056744.stm. Cristal anyone?
The Coca Cola 'Love England' billboard is near my house - someone beat me to it when they sprayed "Milk" before the England part of it. Quality.
If you see one, spray it - it's the only reasonable thing to do.
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