FIFA and the Local Organising Committee (LOC) of the FIFA U-17 World Cup India 2017 conducted a workshop for the Commercial Affiliates of the tournament. The presentation was run by FIFA and LOC members of the marketing delegation, who had travelled to each of the venues for a detailed inspection over 22-27 March in New Dehli.
FIFA and the LOC presented the marketing programme, promotional plan and commercial strategy for the tournament.
FIFA Partners adidas, Coca-Cola and Hyundai, and National Supporters, Bank of Baroda and Hero MotoCorp were amongst those Commercial Affiliates who attended the workshop.
The workshop was designed to maximise the participation of the sponsors involved in the event. A detailed discussion was held on all the promotional activities in the run up to the tournament, as well as the activities and exposure possible for the brands during the actual event.
The workshop was an opportunity to emphasise the role of sponsors in promoting the event. One-on-one meetings were also conducted with each sponsor to sensitise stakeholders about the event, review how it would be organised, discuss promotional opportunities and other benefits available. The participants also discussed the marketing of the host cities to tourists, given that India would be hosting its first FIFA tournament.
Tournament Director of the Local Organising Committee Javier Ceppi said: “With almost six months to the tournament, it is very important to get all the Commercial Affiliates on board. They have expressed their full support to the event and they have some great ideas on how they will be able to take the tournament to every part of the country. We are looking forward to keep working with them on all promotional aspects of our event.”
FIFA’s Marketing Services Director, Jean-Francois Pathy said: “Thanks to the Local Organising Committee for organising an important event with FIFA and our Commercial Affiliates. The Affiliates of the FIFA U-17 World Cup India will play a pivotal role in the success of the tournament. This workshop was a milestone as we work together towards a successful kick-off on 6 October 2017.”