Every four years, there are some smart companies that are able to sell a lot of World Cup merchandise and products related to the World Cup for a lot of money - all with a good marketing strategy. These include not only companies in South Africa that earn their money with the many tourists who come into the country. Football fan articles are available (almost) everywhere worldwide and are purchased by customers worldwide.
According to the CEO of Intersport International, Franz Julen turnover from the World Cup in June and July was about 30 to 40 percent of the annual football sales - depending on the country and when the team is eliminated from the World Cup.
Products that are hot during the World Cup 2010 are jerseys, footballs and flags for the car. Also the flag that is attached on the mirrors of the car is enjoying great popularity in Germany this year. Annoying, but quite a sales hit - not only in Germany - are the Vuvuzelas. Those horns that make viewers think of a huge swarm of bees in the stadium.
Of course there are numerous other memorabilia, such as Hawaiian chains, fan hats, sweatbands, headbands, makeup, car magnets with the flag of a country, key rings, key chains, glasses, bags, stickers, cups, glasses - everything goes with the color of the country.
But you cannot only make money with these mentioned products. Even products that have to do with the host country South Africa are hot. Thus, supermarkets offer more wines from South Africa and also South African food during the World Cup.
As a company you should not only get the maximum revenue from the 2010 World Cup, but to also offer the best service to your customers - regarding football. Public transportation in Germany is a good example here: Hamburg's subway reports the scores of games during the World Cup on the display board and the German railway announces the scores on their trains. For non-football fans, this may seem trivial or even annoying. However, any football fans will welcome this service.
Other companies rely more on online services for football fans, such as animated World Cup calendars, projections etc.
Next time, think of mass events like the World Cup in advance, so you can offer special services to your customers, in order to differentiate from your competition.