By Tom Bendall
A year from tomorrow Brazil will host the greatest sporting event in the world, the FIFA World Cup. It’s an event that makes most football fans’ mouths water, and with it taking place in Brazil – winners of the competition a record five times – the excitement is even greater this year.
Brazilian companies are already reaping the benefits that hosting the World Cup brings. Building firms are working on 30 million Reais (circa £9 million) contracts on stadiums and facilities in the 12 host cities, the need for development has had a positive effect on the country boosting the economies of surrounding area. And that’s before anyone’s kicked a ball at the tournament.
If you use the 2010 World Cup as an example, over 300,000 people visited South Africa to watch world cup matches and spent over 3 billion rand (more than £2 billion) in just a month.
At this point you’re probably wondering what benefit does it have to anyone that does their business outside of Brazil? Well, it’s an event that also increase sales for businesses in other parts of the world, for example DSG, the retail group behind Dixons and Curry’s, saw TV sales jump as a result of the 2010 World Cup. DSG said TV sales were up 40% in May 2010 as fans upgraded their existing sets. And with the arrival of new High definition technology, such as 4K, companies like DSG are probably expecting similar growth in sales next year.
And with England expected to qualify for the World cup you can expect “World Cup fever” to grip the UK once again.
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