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Only a few World Cup sponsors actually manages to achieve a high level of recognition in the area of ​​the sports event. At the same time the World Cup itself offers small businesses in certain sectors the opportunity to benefit even without sponsorship commitment from the event. Especially in the tourism industry to benefit the World Cup cities mainly by day visitors, though in greatly varying degrees. This is the conclusion the current evaluation of the football long-term study by Prof. Dr. Markus air jordan 3 shoes Voeth, marketing specialist with the University of Hohenheim. Expensive World Cup sponsorship pays far only for a small tip from companies that already have a high profile internationally, said Prof. Dr. Voeth. But Kleinund medium-sized enterprises (SMEs) could be offered to increase marketing opportunities, for example through new products and advertising with football reference. Simultaneously, the marketing expert warns of recklessness WM activism: Our results also show that football marketing is only useful for products that actually have a substantive proximity to the World Cup. His statements based Prof. Dr. Voeth on a representative survey of the Department of Marketing at the University of Hohenheim. Good sales opportunities also have new WM soft drinks (35%), WM menus (quick) Restaurants (31%) and alcoholic beverages (31%). In selected sectors, it is worthwhile for companies to take up the issue of WM in commercials and other marketing activities, cited Prof. Dr. Voeth the opinion of respondents. Accordingly, the football World Cup platform am good especially for products with sports and fun reference. A World Cup Worldcup salami or toothbrush finds little favor among buyers on the other hand. The study shows that battery manufacturers, insurance providers, stationery producers and parcel services are probably not arrive with football reference in commercials. Tourism: Run in Berlin, Munich and Stuttgart Very differentiated are the marketing opportunities in tourism, even without the World Cup ticket plans every fifth German, pay the Sweep cities during the World Cup a visit. Three-fifths are to be undecided. In the first place the destinations are Berlin (32%), Munich (31%) and Stuttgart (28%). Marker lights are Dortmund (3%), Hanover (3%) and Gelsenkirchen (2%). For domestic tourists, the restaurant can expect to be day visitors, says Stefan Sandulescu, one of the study's principal investigator. More than three quarters of the visitors are not planning any overnight stay, the rest prefers short stays of one to two days. The main objective of the visitors, it's good to experience the World Cup atmosphere, adds co director Uta fall in relation to the survey results of the official program. The interest in organized entertainment was low. Most likely, the respondents can imagine to participate in open-air events and music events. These, especially the inner cities are likely to benefit. Also, because 33 percent also can imagine to watch the games in the so-called public viewing on large screens in public places, while 26 percent exclude the same. No curfew time in restaurants and pubs, and extended shopping hours, therefore, wants more than a third of respondents. By far the Nutella brand and the German Telekom follow with 16 and 14 percent. Interestingly, the respondents also companies that are no sponsors call notes Prof. Dr. Voeth. These include competing companies Adidas as Puma (6%) and Nike (4%), but also Müllermilch a former sponsor, who built Germany's national team in the 80s to the slogan singing advertising. The example shows that well-crafted advertising can create a high unaided brand awareness, says Prof. Voeth. The other hand, struggle with a declining compared to the previous year level of awareness of the six National Supporters of the FIFA 2006 World Cup. Oddset only leader able to increase its brand awareness of 24 percent last year to 31 percent. We interpret this as a result of the scandal surrounding Hoyzer rigged soccer matches the theme game betting has thus become much more present in the minds of people, suspects project manager autumn. Awareness of the National Supporter is: oddset (31%, 2004: 24%), OBI (24%, 2004: 38%), German track (21%, 2004: no sponsor contract), Postbank (15%, previous year : 23%), EnBw (13%, 2004: 21%), Hamburg Mannheimer (7%, previous year: 10%). Even with the 15 companies that are committed to internationally as Official Partner of FIFA in the most expensive category sponsor of the World Cup, stands out only a third. Also included: the German Telekom, which has succeeded in successfully portray the games as a multimedia event, explains project Sandulescu. Overall, it was stated that the five best-known WM partners to global players who had a high level of recognition from the outset with the projection draws closer to the World Cup will be even greater: Compared to last year's survey, the top five its reputation have air jordan 4 for sale even expanded significantly as sponsors . Long-term study on the football World Cup 2006 In a large-scale long-term study for the FIFA World Cup 2006, the Department of Marketing Professor Dr. Voeth measures in annual survey rounds among others, the enthusiasm, preferences and expectations of the population for the 2006 World Cup. Besides capture annually changing special focus topics such as marketing potential, safety, Ticket pricing, merchandising and siting of the stadium. 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