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Balance of the cup: What did Qatar show us?

The World Cup in Qatar has finally come to an end, to the horror of those who enjoyed the football feast for the past month. The final between Argentina and France could not have ended the event in a better way, considered by many to be the best of all time, apart from finally placing Lionel Messi on the shelf of the greatest of all time alongside Pelé, Maradona and other stars who won the tournament.

However, this year’s World Cup was not all about enjoying the most popular sport on the planet. There are several lessons and innovations that we can notice not only in the world of advertising, but also in innovation and many other areas. In order to remember some of the things that the World Cup brought us, we made an overview of the event, recalling the moments and details that you should not miss.

Cazé TV and the broadcast of the World Cup

Perhaps the biggest message this Cup sent to content creators and the general public is that television can be beaten. Of course, that wasn’t much news when the topic was entertainment as a whole, but back then, when it came to sports broadcasts, things looked pretty different… until now.

During the month of the event, we followed the growth of CazéTV, the YouTube channel and Twtich achieved by streamer Casimiro Miguel, a success on social networks. CazéTV, which in partnership with FIFA managed to broadcast several matches at the event, including those in Brazil, broke several records during the month, even reaching the top of the world’s most watched live.

The numbers mean a lot to Casimir and his collaborators, such as the narrator Luis Felipe Freitas, who voiced the matches on the channel, the comedian Diogo Defante, who was talked about on the networks when he joked with other tourists who went to the Arab country to watch the event. In addition, it opens the door to news in the sports field, if the Cup was successful outside of television, why couldn’t there be other events and championships?

But what about television?

Although internet broadcasts proved to be a strong threat to television’s broadcast hegemony, they still managed to maintain good numbers and good moments during the event. The televised matches were hosted by Globo, which dominated the Cup for more than 40 years, and this time had a special moment with the departure of the main narrator: Galvão Buena.

When it comes to closed-circuit television, the games were at the expense of the giant ESPN. However, it is worth mentioning that the main focus of the channel for this edition of the competition was somewhat diverted to Star+, Disney’s streaming service that ensured the transmission of “highlights”, the best moments of the World Cup matches. This action also targets future football championships, such as the Premier League, which can be seen through the service.

And speaking of Galvão…

One of the biggest campaigns during the World Cup period involves Globo’s best storyteller, Galvão Buena. In an unprecedented partnership with the social network TikTok, the narrator has “lent” his voice to the app’s users. It is now possible to use the iconic voice as an effect when recording a video. Check:

@galvaobuenoficial That’s it, now you can narrate your videos on @TikTok Brasil using my voice!! Everything becomes a game in the app!! #FalaGalvao #TorcidaTikTok ♬ original sound – Galvão Bueno

Domination of bookmakers

This time, the bookmakers were one of the most useful with this year’s Cup. It seems that the various campaigns and advertisements had an effect and attracted a diverse audience who tried to turn their hunches and intuition into money.

It is estimated that compared to the previous tournament, held in Russia in 2018, the bet amount on these sites was 65% higher. According to the multinational bank Barclays, $35 billion would be bet during the event, with a billion of that amount in the grand final alone, which took place on the 18th. Converted to real value, that amount is close to R$186 billion.

Adaptation

Qatar is not the best example of a liberal country. With several restrictive measures and laws completely different from what we’re used to, some brands had to reinvent themselves to participate in the event, or even reinvent themselves because they couldn’t even enter the country, as is the case with Budweiser.

Among the main measures in Qatar, one of them is the restriction of alcoholic beverages, mainly for religious reasons. Therefore, beer brands, such as Budweiser, failed to deliver on their plans as expected during this edition of the event. Back then, the strategy was different: a special advertising campaign that would eventually deliver a huge shipment of beer to the winning country. The brothers will, of course, receive liters of beer for free.

Another brand that cannot be left out when it comes to customization during the World Cup is Pantone. Since Qatar has several laws that punish the LGBTQIA+ community, including banning demonstrations in support of the community, Pantone decided to innovate by creating a special flag for the public.

The flag created by the brand is completely white, but with the added detail of the brand’s color registers. These records are nothing more than the rainbow colors marking the LGBTQIA+ flag, which is why the protest passes unscathed in front of the authorities. While one may question how much the shop represents the community, it is worth remembering the innovation in dealing with a limiting situation on the part of the company.

And 2026?

Now a new cycle begins for teams, brands and, of course, the general public who will have to wait another 4 years to find out if the long-awaited Hexa will arrive in Brazil. The 2026 World Cup is being held in three different countries: the United States, Canada and Mexico.

Despite their proximity, the three headquarters have very different cultures, requiring brands to adapt to different audiences, but with a relief from the strict laws that dominated the two previous headquarters, Russia and Qatar. Until then, all that remains is to wait.

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