The World Cup, A Corporate Legacy


From the time Brazil was chosen to hold the 2014 FIFA World Cup, there has been much discussion on what it should or could mean to the country for it to host the world’s biggest sporting event. Even if the debate often becomes very polarized, everyone agrees that the investment for an event this size is only justifiable if it results in further investment, in the improvement of Brazil’s image, and especially in a legacy of enhanced infrastructure and better conditions for economic and social development.

Whether as official sponsors or simply seeing the event as a unique opportunity, many companies are investing heavily in World Cup-related communication and marketing strategies. These companies also face a challenge: how to make this investment go beyond immediate brand visibility, and generate gains in terms of image and reputation that could bring better competitiveness in the future?

For a company to stand out among the numerous market movements in preparation for the World Cup, one of the ways – and probably the most effective one – is to contribute to building the legacy the event will leave for Brazil and the Brazilians.

Companies capable of combining commercial actions with initiatives focused on providing services and social inclusion will have a better chance of standing out and strengthening their image during the World Cup. They will also be better protected against any eventual questioning regarding the hosting of the event. Making the World Cup generate a real legacy is good for the country. And it is also good business for companies.