Critically evaluate the contribution of secondary retail and merchandising at FIFA World Cup - Essay Example

Most organizations, businesses and non-commercial institutions will want to be a part considering the magnanimous influence it has on the entire global community. Notably, due to the enormous cost of organizing such a huge event, FIFA would not be able to manage the tournament devoid of the significant support of commercial affiliates, the host country and cities (Hunt, 2006, pp. 44). All these stakeholders make essential financial donations to ensure that the privately funded experience remain in course.

In return for the decisive support, FIFA’s rights holders are assured an elite relationship with the competition, especially the privilege to use the Official Marks for advertising and promotional purposes. In as much as, there are several organizations and institutional that support FIFA at different levels, the paper focuses on the contribution of secondary retail and merchandising at FIFA World Cup. The 2014 FIFA World Cup is anticipated to entertain over six billion TV viewers across the world and other internet followers.

Coca-Cola representatives said it has a program in the U.S. that supersedes contribution in Summer Olympics. McDonald’s nonetheless will sponsor 25 children to a World Cup and Visa will have 40 percent more banking participants tap into their assets. Addidas, on the other hand, is projecting 30 percent amplification in World Cup-related clothing. All these support aim at making sure operations run smooth from day one to the last day. Secondary retail and merchandising remain partners at different levels to FIFA either directly or indirectly (Dohmen, 2006, pp. 27). Being a FIFA partner culminates to having the uppermost level of connection to the football body.

The 2010 FIFA partners were Adidas, which provided entire staff and umpire uniforms, as well as the official ball used for the whole period. Hyundai, Coca-Cola, Sony, Visa, and Emirates Airline were also key partners of the global football body.