All football players dream of competing in the UEFA Champions League. The league, which began in 1955 as a pan-European football tournament, renamed itself in the early nineties and has evolved since then to become what it is today. Football clubs from across Europe come together in the Champions League to reveal which is the best of the best—and calling forth brand loyalty that not even the World Cup can match.
Magazine B publisher, from the publisher’s note of this issue:
A while ago, a friend of mine who used to work in the marketing field and I had a discussion about what we considered the most perfect example of marketing. Surprisingly, our conclusion was not a global brand like Coca-Cola or Nike, but was rather an international sports competition: the FIFA World Cup. At first glance, this might seem odd to most consumers because they think the essence of international sporting events like the Olympic Games and the World Cup is rooting for one’s country and the joy of winning. And enjoying sports doesn’t seem to demand anything of fans except watching TV and cheering. But one would think differently if he realized, by taking a closer look, that the “devoted attention” brought about among the public during those events is precisely what all marketers want so badly. No advertisement or PR campaign can dominate the press or the airwaves as sports competitions do. With the eyes of people around the world fixed on one event, it becomes an important moment for which any nation or company can mobilize all its resources. This keen public interest is converted into monetary value, resulting in the movement of an enormous amount of capital. Countries and companies alike try to capture the amazing opportunities that these moments of human unity offer.