Few sporting events resonate around the world like the World Cup, which only takes place every four years. And Hyundai happens to be the official sponsor of the 2014 event. Think the sponsorship gives Hyundai glory and exposure? Not if Volkswagen can help it.
Volkswagen isn’t the official sponsor of World Cup-anything, but that doesn’t mean the German brand can’t use marketing and advertising smarts for a game of one-upmanship. According to Autoblog, VW has made “a major ad buy” that will start on June 12 on ABC, ESPN and Univision, plus several digital and social media channels for the World Cup. The all-new GTI will be making the media rounds, which is a car that tends to be attractive to the demographic and psychographic of World Cup enthusiasts, especially young men and Hispanics.
Considering Volkswagen’s strong history in Brazil, this should make for an interesting match-up.