The Power of the World Cup

Last night, after a long week of work, I decided to reward myself with some World Cup qualifying soccer, and was treated to a match between Mexico and Honduras.  Historically, Mexico is unbeatable in the hostile El Azteca Stadium in Mexico DF, with high altitudes, extreme smog, humidity, hot or cold temperatures, and the loyal fans of Mexico (historically, I have always felt at home in Mexico as Mexicans are very hospitable, unless you happen to be on a soccer team which is playing against their beloved national team).  In stunning fashion, Honduras pulled off the unthinkable victory over El Tri, and it cost coach Jose Manuel Chapa de la Torre his position as the Mexican national coach (pictured to the right).

Soccer, for many years, has been a sweet spot for advertising, as it is the worlds most popular sport.  Just about anyone can play, there is minimal equipment to purchase, and all you need is a pitch with goals.  Because of the loyal fan following, it is also a sweet spot for advertisers of consumer goods.  When going to a match, there are billboards around the pitch (more recently electronic ones which can change what is being advertised during the game), and the teams have sponsors on their jerseys (the LA Galaxy has Herbalife, the New York Red Bulls - you can guess what they have on their jerseys).  This advertising is considered normal and acceptable, as it provides revenue for the teams.  The teams are commercial enterprises with a focus on winning and being profitable at the end of the day.....

Now, the World Cup, well, that is different.....as a player, you are selected to represent your country and take home the most coveted prize in the world (when you represent your country, you are awarded a cap, hence the number of caps a player has is the number of times they have played for their national team).  The compensation is almost non-existent, but that is not why these kids play...they are doing it to represent their nation.  Advertising has always been present in the World Cup, as it is required to cover the costs of television and promotions....considering the costs of these, it is understandable.  Historically, the advertising has been limited to the billboards around the stadium, and the companies which purchase this ad space are the same ones that sponsor commercial leagues.....makers of consumer products.  Concurrently, the uniform has traditionally been strictly off-limits - it could be considered similar to placing an advertisement on one's own flag.

OK, so back to the Mexico-Honduras match.....As you can see in the image above, de la Torre is dressed warmly for an evening of soccer in El Azteca, wearing the official jacket if El Tri.  What surprised me was the blatant commercial advertising of Banamex, Movistar, Coca-Cola, and Proctor & Gamble.....this was the first time I have ever seen consumer products advertised in this fashion (historically, coaches for national teams will wear a suit and tie, and perhaps the coat of arms for their national club on the blazer).  Concurrently, all of the assistant coaches were wearing identical jackets.....and every time the camera went to de la Torre, the advertisers obtained a worldwide broadcast of their respective brands.  As mentioned, de la Torre was relieved of the burden of employment after the loss....but the part that surprised me was when the announcers mentioned he has been in the hot seat for some time with the sponsors....this was completely new to me.  Historically, the sponsors have no influence over the national teams, and coaching pressures are exerted by the national federation.

For those of you who know me well, I am a strong proponent of marketing at any and every opportunity....this stimulates business, which makes money.  However, I have a problem with what is happening in Mexico with the national team.  If the sponsors were influencing a commercial team, this is completely different and I would agree with them (hell, I might even do some consulting for them to make their arguments stronger), as the spirit of intention is to produce a winning team.  However, the National team plays for the pride of a nation, and the output should be that of bringing home the World Cup.  Ethical sponsors should be proud to support the National efforts, but sincerely should refrain from making demands about the coaching....that decision is left on the shoulders of the National Football Federation of the host nation.  Commercial sponsors flexing their sponsorship muscle is a dangerous trend that troubles me......imagine Phil Knight of Nike telling Jurgen Klinsmann that he better "shape up" the US National team or he may be looking for a new job....I am not saying Knight is not a great person, but on the soccer field, he is not fit to tie the shoe of Klinsmann......

I hope this example in Mexico is not the start of a dangerous trend.......