The whole world knows that Russia 2018 kicks-off on 14 June, but fewer football fans know a rival World Cup is coming to London this summer.
CONIFA, the organisation representing teams outside of FIFA’s international elite, is holding its own World Football Cup in London and it has teamed up with Paddy Power to promote and host the tournament.
The Confederation of Independent Football Associations – a group of minnow nations, rebels and wildcard countries which FIFA refuse to recognise – kicks-off its own tournament in the UK capital city on 31 May.
Competing teams range from the exiled soccer stars of Tibet, the Zimbabwean region of Matabeleland, the tax haven of the Isle of Man, as well as CONIFA’S newest member Yorkshire.
The tournament will mark the return of super-ref Mark Clattenburg to English football, having left to head up referring in Saudi Arabia in 2017.
To promote the tournament, partner Paddy Power
has released its first ever documentary series: a digital and social set of short films scripted, shot, produced and edited in-house.
The weekly series will be updated every seven days through the build-up to the kick-off and, as well as being amplified on Paddy Power’s own channels (inc;luding YouTube and PP News) it is also being promoted on Goal.com’s Facebook page.
The debut episode sees Paddy Power himself head of to Tibet to meet the team, the monks, and the President.
Episode Two focuses on a United Korea team.
Spokesman Paddy Power said: “We love the idea of a tournament which represents the underdog, and sticks one up FIFA,” commented an official Paddy Power spokesperson.
“English fans have little or no incentive to go to Russia, so we thought we’d give them an alternative right on the doorstep. No millionaires, no prima donnas, just decent lads who are every bit as patriotic as every other international player.”
CONIFA, which was founded back in 2013,
launched its own World Football Cup campaign on 7 May with promo films
the official match ball,
*PLEASE NOMINATE*
We'd love to give back to the London football family that welcomes us with open arms! We thus decided to send free footballs to a few charities that have a huge social impact through football in London! Who deserves to be celebrated? Please nominate a charity! pic.twitter.com/c41vhk3Zdc— CONIFA (@CONIFAOfficial) April 26, 2018
a ticket drive,
Football is coming home. The #CONIFA @paddypower #WFC2018 World Football Cup is in London, 31 May to 9 June. Buy your tickets now – https://t.co/F3O53WOQhv pic.twitter.com/CRKyqNKqIo
— CONIFA (@CONIFAOfficial) May 5, 2018
a wall chart,
An updated wall-chart for the #CONIFA @paddypower #WFC2018 World Football Cup, coming to #London from 31 May to 9 June. Credit @DAZK96 https://t.co/YvVUKyqMLx pic.twitter.com/V4sGCW7OPB
— CONIFA (@CONIFAOfficial) May 7, 2018
and an official programme launch.
This coming week we will be putting the final touches on our official tournament souvenir programme. Pre-order yours now via @eventim_uk https://t.co/RGxN7NfkJK pic.twitter.com/0bVlfHrubt
— CONIFA (@CONIFAOfficial) May 13, 2018
Comment:
Never a brand to miss a cheeky challenge, a rebellious opportunity and a chance to position itself as the joker and mischievous-marketer-in-chief, this initiative is classic Paddy Power.
It offers plenty of fuel and content to engage football fans around Russia 2018 from the classic challenger brand positional perspective.
Having a betting company as a sponsor always provokes very mixed reactions. Matt Harris summarized the value & impact @paddypower's involvement in the #WFC2018 has: https://t.co/KJQ8vahnvo
Thanks @paddypower for investing and in the beautiful part of the game!
— CONIFA (@CONIFAOfficial) May 16, 2018
Previous major tournament spoof spots and prank promotions from the betting brand have ranged from Nicklas Bendtner’s Branded Pants at UEFA Euro 2012 (see case study) to #ViveLaBantz at UEFA Euro 2016 (see case study).
Yet there is also a serious side to this sponsorship – just as there is to Paddy Power’s August 2017 ‘Away Day Fan’ campaign (see case study).
Links:
Paddy Power
https://www.youtube.com/user/PaddyPowerVideo
https://twitter.com/paddypower
https://www.facebook.com/paddypower
CONIFA
https://twitter.com/CONIFAOfficial
https://www.youtube.com/channel/UChx9YOtZqQpKQRrBGqdmMCg/feed
