巴西世界杯最舍得花钱打广告的4家美国500强公司.doc

赞助世界杯对于期待扩大海外市场的公司来说总是格外具有吸引力，《财富》美国500强这样财大气粗的公司自然不会放过这样的好机会 巴西世界杯最舍得花钱打广告的4家美国500强公司 As you watch the games today, keep your eyes peeled for the ads. Layered underneath the music that beckons come one, come all to the World Cup is the ka-ching of money. According to a McKinsey study, FIFA stands to make $1.4 billion from sponsorship deals, and spending is up 40% from the 2010 games in South Africa. Although companies won’t disclose their spending, 30-second ad spots for the ESPN final are expected to cost around $300,000. Sponsoring a global event like the World Cup is particularly enticing to any company looking to make headway overseas. That fact is not lost on the Fortune 500. Here are the four Fortune 500 sponsors of the World Cup and a look at what kinds of messages they are trying to send to consumers the world over. Visa Fortune 500 Rank: 238 2013 Revenue: $11.8 billion Campaign: Everywhere You Want to Be ...is the World Cup where global unity triumphs, whether you’re a clown, rugby fan, Nobel Laureate, orZidane cheering the French in an Italian restaurant. Visa V 0.27% is here to tell us the world is united in its rivalry, driving home the message that the company is global in its scope. Everywhere you want to be is a revamped version of Visa’s 21-year-old “It’s everywhere you want to be” theme, which was shelved in 2006. And Visa is making good on its promise. As part of its World Cup sponsorship, Visa provided all of the payment infrastructure for the games, installing 3,000 point of sale terminals and 75 ATMs at the venue. “Every time we measure brand value after the World Cup, it increases,” said Chief Brand Officer Antonio Lucio. These days, everywhere includes the digital world, but no worries, Visa is there too. Its shifted over 35% of its marketing budget to digital and social. And for the World Cup, Visa gave filmmakers across the world Visa cards pre-loaded with $25,000 so they could film fans. McDonalds Fortun