They are dancing the Samba in the streets of Brazil to the tune of the official World Cup song, ‘We Are One (Ole Ola)’. As the FIFA World Cup 2014 comes calling, the adrenalin is flowing, the euphoria is frenzied, and hearts and minds are pulsating with hope and expectation in a nation where football is virtually a religion.
The greatest show on earth is well underway. It is a spectacular sporting extravaganza viewed by more people on the planet than any other event in history.
Brazil has set stage to the 2014 World Cup, which began last week despite the country’s multiple problems in completing the infrastructure in time.
Twelve cities namely, Rio de Janerio, the capital Brasilia, Sao Paulo, Fortaleza, Bela Horizonte, Porto Alegre, Salvador, Recife, Cuiraba, Manaus, Natal and Curitiba will host the 32 participating nations, 13 from Europe, 6 from South America, 5 from Africa and 4 from central and North America.
Football’s iconic stars such as Portugal’s Cristiano Ronaldo, Argentina’s Lionel Messi, England’s Wayne Rooney and Brazil’s Neymar to name just a few will hog the limelight in the month long event in Brazil.
Brazil in Brazil are favorites to lift the cup for the sixth time with pundits predicting an All South American final between Argentina and Brazil. Ironically no European team has ever won a World Cup in South America.
The World Cup is simply not just a sporting event. It is an occasion which brings the world together so much so that it is known to have created temporary truce or ceasefire between warring factions so that a final could be watched.
With the advent of digital communication, every major event has gone into superlatives, greatest, biggest, richest and most glamorous.
This provides a unique opportunity to advertisers, marketers and entrepreneurs to advertise, promote and expand their brands to worldwide audience. Advertising revenue generated during the World Cup runs in billions of dollars and top names such as Pepsi, Coca Cola, Nike and Adidas are having a field day.
Pakistan has the honor of manufacturing and exporting the official FIFA 2014 football, the Brazuca. Some 42 million footballs have already been ordered by FIFA for its global use. Sports companies in Sialkot, Pakistan’s sports goods manufacturing city, must seize this opportunity to promote and advertise its wares as it is well known that Pakistan manufactures some of the best sports equipment in the world.
This summer, the world from Hong Kong to Honolulu, from Madrid to Montreal from Tehran to Timbuktu not to forget our boys in Lyari, Karachi, will be captivated by this great sporting event.
As for me, a football fanatic myself, it is time to eat football, sleep football, dream football and drink Coca Cola or Pepsi.