Australian businesses are tipped to cash in on the FIFA World Cup this year, with merchandisers, retailers, football organisations and bookmakers expected to take home tidy profits.
Around 60% of Australians (13 million) watched the 2006 FIFA World Cup and IBISWorld General Manager (Australia), Robert Bryant, says that the 2010 FIFA World Cup audience will be greater on the back of the success of the A-League, grassroots soccer programs and Socceroos results in recent years.
The fact that more and more Australians play and support soccer will translate into greater spending to cheer on the Socceroos at the FIFA 2010 World Cup, with IBISWorld forecasting that the average Australian will fork out $40.05 (a total of $884.2 million) – win, lose or draw.
“Football fever will be used to promote everything from breakfast cereals to deodorant,” said Mr Bryant. “Non-clothing merchandise including Socceroos branding to generate sales is forecast to attract an additional $300 million in revenue, or 3% of Australia’s overall monthly retail spend.”
When it comes to advertising, almost every product in Australian retail stores is likely to try to capitalise on the 2010 FIFA World Cup, with companies in the traditional major advertising markets such as car manufacturers, electronics retailers, fast-moving consumer goods and the food and beverage sector all investing significant sums in prominent campaigns to tie into the tournament.
“Businesses need not be official FIFA sponsors to get involved and green and gold will be the colour for all sorts of goods this June and July, from Havaianas to M&Ms, while men’s products such as deodorants, shavers and the like will be particularly football flavoured,” said Mr Bryant.
