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BLOG: Appco UK looks to World Cup for business “inspo”

The World Cup kicked off for the first time in 1930 and has remained one of the most popular sporting events ever since. If you need inspiration for longevity, mass appeal and adapting to new technology and trends, this is a good place to look…

While it can take a single strong idea to be a success in business, maintaining that success is often to do with how well you can transform to remain relevant.

As we continue to bask in – and replay – England’s wins over Tunisia and Panama, it’s also worth looking to the World Cup for what it can teach us about longevity in business.

World Cup Football Fans celebrate at Brighton beach
World Cup Football Fans celebrate at Brighton beach big screen watching England v Panama. Source Shutterstock.com

Take on technology

The world changes fast and it’s easy to get left behind, so keeping your eyes open and being prepared for what is now continual technological change and innovation is crucial for businesses.

From marketing to the game itself, football has continued to reach new audiences and address problems on the field by embracing technological advances. The at-times controversial VAR (video assisted referee) is a good example, coming under fire in England’s first match against Tunisia and, most recently, in last night’s Portugal v Iran match.

If you look at once-dominant companies such as Nokia and Blockbuster, there’s a running theme of not recognising the need for change. Rather than adapting their business models, they stayed stagnant and were overtaken.

Ready for growth

Thirteen countries graced the field in Uruguay for the first World Cup in 1930, 32 are competing in Russia this year, and by 2026, 48 teams are expected to take to the field.

Football in general – and women’s football in particular – continues to grow in popularity. According to UEFA, the number of professional and semi-professional players in Europe has more than doubled from 1,303 in 2012/13 to 2,853 in 2016/17, and 52 countries now have a women’s national league.

As football has continued to win sporting popularity contests around the world, reaching more and more nations, the World Cup has also evolved to encompass and engage the wider community.

Ensuring you are ready to expand and reach increasing demand means you can make the most of every opportunity that comes your way. Although it’s important to pace yourself, it still pays to be prepared for the next step up the ladder.

Get social

It’s by no means a newsflash to say that, these days, social media is one of the best ways to reach consumers directly and en masse, so it’s an absolute must-have for businesses as part of their overall marketing strategies.

In 2014, the World Cup did a major push on social media, and became the single most talked about social media event ever, with 24 million #WorldCup mentions throughout the event.

It was a new way to bring people across the world into the football fold, and get people watching who might not have otherwise.

The same applies for companies looking to reinforce their message, build credibility and connect with customers. Creating simple and relevant hashtags that are easy for people to use and remember, and posting regular, engaging content is a great way to engage, inform and entertain your fans or customers, and keep your business foremost in their minds.