Qatar Football World Cup: Deputy Amir hails the efforts of Qatar to organize the FIFA World Cup

Qatar Football World Cup: Deputy Amir hails the efforts of Qatar to organize the FIFA World Cup HH Deputy Amir and Crown Prince Sheikh Mishal Al-Ahmad Al-Jaber Al-Sabah received a FIFA delegation on Monday as part of a GCC international tour ahead of the Qatar World Cup 2022. HH Sheikh Mishal commended the tireless efforts made by Qatar in organizing the World Cup, expressing its pride in the unprecedented skills offered by a related country, and wishes them well in organizing such a world championship.

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The meeting was attended by Amiri Diwan Minister of State Sheikh Mohammad Abdullah Al-Mubarak Al-Sabah, Amiri Diwan Undersecretary, and Amir Office Director Ahmad Al-Fahad, Director of the Office of the Crown Prince Lt General Mohammed Al-Theyab, and Secretary of State for Foreign Affairs by HH Crown Prince Diwan Mazen Al-Essa.

Road to Qatar, Is your sign correct In preparation for Christmas, the FIFA World Cup 2022 will create more media competition, higher prices, and greater planning challenges. I can't announce that I am a passionate football fan, but after the excitement of Euro 2020, I would be lying if I said I had no interest in the Qatar World Cup 2022 later this year.

Yes, the opening game looks promising for England, and we are still awaiting the end of other home countries, however, as exciting as having a lot of conversations with my clients right now, the effect the FIFA World Cup will have on consumers, products, and the media market.

You might think the impact is obvious, you do not have Covid chains, consumers will be working harder in bars, sponsors will be spending more money, some brands will outperform those who spend more money, and the media market will see revenue coming in compared to a non-competition year.

While all of that is true, the timing of the competition (21st November - 18 December 2022) has the potential to influence consumer and product behavior more than anything we have ever seen before.

According to Wavemaker predictions, an estimated £ 115m of additional advertising revenue will reach the Q4 Qatar World Cup 2022, run mainly by FIFA World Cup sponsors and football promoters. With TV and digital inflation already high, availability will be a major challenge for brands who want to work on time.

With an additional £ 70m of expected revenue for TV, the OOH market is already sold 75%, and affordable channels throughout Nov and Dec typically face an increase in CPM up to 18% compared to the average annual, the figures have never been higher. What is clear is that brands can not only throw challenging money and expect success, it will be those who plan and transform their art that will succeed. For more to know about Qatar World Cup tickets Click here.

How, then, will consumers behave?

Before the epidemic, the FIFA World Cup saw people beating the bars in large numbers and when there was sunlight, public viewing parks, and city squares were packed. But can we expect the same in winter?

As low temperatures force people to move indoors, entertainment venues will be under tremendous pressure as Christmas gatherings compete to watch the World Cup.

Many will want to combine both. There is another fact. Going to Christmas often sees a high number of formal and formal family gatherings, families, and friends gathering together for a meal, often accompanied by weeks of planning from the host.

But the Soccer World Cup will also bring an automatic reunion when the game is in full swing and the entertainment and food center are aligned, automatic last-minute shopping purchases, and more top stores.

So, what will this mean for products?

Without a doubt, dealers need to navigate the Q4 FIFA World Cup 2022 carefully and tactfully and that work should be done now, not later. Creating a mental find for Christmas is not a new challenge for brands, but the workplace will be. On average, the Christmas season usually sees 35,000 advertisers at work, which adds to the mix that the World Cup year sees a 15% rise in active production, and looks at a completely different football game.

Christmas sellers will be forced to reconsider their position. Will we see the beginning of the preChristmas advertising season as they try to navigate the noise of the FIFA World Cup, inflation, and the limited ability to reach important audiences with points during the season? It seems possible.

Meanwhile, for technology brands and games focused on Black Friday, the World Cup may be seen as a gift, as the first five days of the tournament bring the audience involved to a high level.

Preparing for the upcoming trip The challenges presented by Qatar 2022 are new and different but unresolved. Participants need to negotiate sooner rather than later. So, for brands who want to go further in the game, here are 4 ways to win.

Think differently about how you remove the impact of the competition Spending a lot of money is not a viable solution, so think differently about how you can eliminate the impact on your product. If TV is usually the main channel of your product, what role can an additional part of AV play in VOD or support? Both are not affected by inflation in the same way.

Maybe Q4 2022 could be the time when you pay the most for the modification of your existing comms models and look to do your own and accomplished work? And don't forget about the co-op role you can play. ITV Adlabs is one example of how they work with brands to find new solutions to reduce over time.

Identify the moments you want to own Q4 is historically cluttered with retail and luxury brands. Throw FIFA World Cup activators into the mix and it will be even busier. Attempting to win on both occasions is a fool’s errand. Identify which is the bigger bet for your brand formal or informal occasions; facilitator or entertainer, Christmas or Qatar, and from there, think creatively about the role your brand could play in these shared experiences.

Explain why you work.

Given the clutter and operating costs, some brands may have to face a difficult decision should it work at all? You may need to relax by getting a chance at a new calendar somewhere during the year. Its products are important and listen to the human rights dispute around Qatar. If your product has a strong objective, be aware that any competition initiatives do not deviate from that message.

Welcome the opportunity to explore and learn Lastly, and most importantly, now is your chance to try channels that can bring television benefits without being under the same pressure of inflation. For brands with a clear story to tell, Cinema is probably cheaper than TV and offers access to many different viewers in highly immersive formats.

Brands face challenges all the time, and Q4 2022 will not be different, but challenges breed new inventions and innovations. So welcome to the distractions, games, and circles and hopefully this one will come home!

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