How to Promote Your FX Brand if You're Not a FIFA Sponsor

The FIFA World Cup is scheduled to kick off in Qatar on November 20, 2022. Most of your target audience are going to be busy watching the games. If you think that’s an exaggeration, here’s a look at the numbers. The 2018 World Cup was reportedly viewed by?3.572?billion people worldwide, about half the global population! FIFA was already the most popular sports event in the world and the hype is expected to be even bigger this year, with FIFA projecting 5 billion people to be watching the matches. The entire media ecosystem will be buzzing with World Cup news and events.

Can’t afford a rather hefty sponsorship fee? Let alone the expense of activating that sponsorship? Fear not! You can still ride the fervour and connect with your prospective and current trader base.

Get into the Conversation

The 28-day event is perfect for an extended promotional game plan. And the time to begin is now. Some aspects of the World Cup that are predictable, like the tournament dates and the favourite teams, and you can plan marketing activities ahead of time. There will also be unpredictable events that may go viral, like a team that unexpectedly wins, a fan rushing to hug a favourite player, or a security guard shaking a leg with cheerleaders. Stay tuned in to connect with your target audience with maybe a related trading meme.

Score Big with World Cup Fans

FIFA is an emotion. Here are some ideas to become a part of the biggest global sporting event to strike a chord and connect with traders:

Tweak to a Football Theme

Consider giving your website a World Cup look by incorporating a few elements. If your branding is sacred and you don’t wish to make changes to your website, simply create a landing page with the football-festive spirit. Pick football-themed colours and cup-related elements. It’s a great idea to create a football themed video, add it to YouTube and embed that on this landing page. After all, YouTube searches of FIFA in 2022 have already surpassed the 2018 figure by 80%. You can then share links to this landing page from your social media posts, blogs or ads that have text related to football.

Don’t forget to engage with your existing traders. You can make minor tweaks to your trading app to engage with existing traders. For instance, you could emulate a football-like trading experience by adding a whistle blow to mark the beginning or end of a trading day, or simply share the score or add a match status banner to the trading screen.

Launch an Email Campaign

Launch an email campaign sharing details of the latest match as well as trading insights. You can include nation-specific chants to connect with your audience. For this, it’s important to know your audience well. For instance, if someone lives in Brazil, you wouldn’t want to share an email mentioning how great the French team is! Or, if you’re sending an email to someone in the US, you’d want to say soccer, rather than football. Thankfully, with analytics, there’s so much information we know about our target audience.

Image Source: https://marketing.twitter.com/en/perspectives/world-cup-marketing-trends

Social Media Campaigns

Around 23%?of Gen Zers claim to be passionate about sports. However, this generation doesn’t typically watch complete matches, but stays abreast via excerpts and posts on social media platforms like Twitter, Instagram, and TikTok. There is so much you can do on these platforms to improve engagement and trading activity:

• Use relevant hashtags to piggyback on the popularity of the World Cup.
• Create posts related to the matches. For instance, if Germany or France are playing, share posts about movements in the euro, or about the pound when Britain takes the field.
• Start a “Share Your Best Win” campaign, encouraging people to share screenshots of their best trades.?
• Have a poll about what’s easier to predict, the World Cup final teams or the forex market.
• Launch prediction contests of which team is going to win.
• The World Cup players are celebrities and just sharing their images with cleverly intertwined market insights can attract attention. Do ensure you only share license-free images.
• Use blogs, reels and gifs to engage traders for longer.

Trading Bonus as Giveaways

How about offering limited-time bonuses relevant to the latest matches? For example, if Brazil wins a match, you can offer a 10% bonus to everyone who joins the platform from Brazil or to those who trade a specific amount until the day of Brazil’s next match. You can promote football-related bonus campaigns on social media or email.

While you get caught up in the World Cup fever, don’t forget the target market that doesn’t watch sports. To get more eyeballs from them, plan posts around days like Black Friday, Cyber Monday, and the holiday season. With the right marketing campaign for your forex brand, you could enter the new year with a larger customer base.?

Word of Caution

Before you get all excited and unleash your social media team, there are a number of points to remember:

1. FIFA regulates its brand and won’t allow assets like images or logos to be used especially by non-sponsors.
2. As a finance company, your promotions around the championship still need to be compliant and on-brand for you.
3. Keep politics out of what you do and remember to ensure what you put out there perfectly aligns with who you actually are.

Being too clever can get you a severe backlash. Here’s the daring "anti-sponsor" path Brew Dog chose:

And here’s some of the backlash they received:

Sweet lesson here? You don’t have to jump on every trending event or hashtag!

At Contentworks, we specialise in content marketing for forex brands and create content that resonates with your target audience. Talk to us today to build strong relationships with traders without compromising compliance.