The "business" of the World Cup, where will the money of the Albanians flow?

2022-11-21 17:15:53Biznes SHKRUAR NGA REDAKSIA VOX
The "business" of the World Cup, where Albanians' money will flow

It is the first time that the World Cup will be held during the winter season, and exactly this long-awaited sports event started yesterday evening!

Qatar 2022 has already made history as it brought the World Cup to the Middle East for the first time, welcoming millions of fans and teams from around the world and giving a boost to businesses, tourism and investors across the region.

The State of Qatar has spent $220 billion building world-class infrastructure, including new roads, public transport, hotels and sports facilities.

The matches will take place in eight high-tech stadiums, ensuring maximum comfort for the spectators. And 1.5 million fans are expected to visit Qatar for the historic event, giving a boost to tourism and the food and drink industry.

What about in Albania?

Although Albania is not even the host country of the organization of the competition and a participant in this great event of the football field, the profits expected to be generated during this month include several sectors.

There are entire promotional campaigns (with products or services) that have been designed and started to be implemented earlier with the launch of this gigantic event that will keep people around the world hooked from November 20th to December 18th.

Our country has not qualified for the World Cup, but the historical teams of the heart like Brazil, Germany, Holland, England have. Italy is missing from the list of favorites of the Albanians, but will this affect the viewership during the tournament, field experts say that this remains to be seen during the development.

However, relying on observations as well as on the tradition of previous years, Germany and Brazil are two teams that are thought to win the hearts and cheers of Albanians this year as well.

The right to broadcast

Advertising and marketing spend around the World Cup will reach a record high this year and experts say its timing in the lead-up to Christmas and New Year gives Qatar 2022 the potential to deliver the most unique experience for brands. FIFA generated more than $3 billion in revenue from television and broadcast licensing rights during the previous World Cup.

Also this year, as it happened in 2018, the World Cup will be broadcast exclusively by Albanian Radio Television and will be free of charge.

The cost of broadcasting rights in Albania, according to the marketing office of the Albanian Radio Television, is confidential information. However, the right to broadcast from RTSH will be offered only by this medium, which will be the reseller on other channels.

The nature of the marketing campaign that will accompany this telecast will be sponsorship contracts, advertising, highlight - that is, the sale of the right of summaries for other televisions in news or programs.

Another important item is 'publicview', i.e. the right to broadcast in public places that are organized specifically for the event and where commercial activity takes place.

The director of marketing at RTSh, Elton Kadisi, said that in recent years, the prices of television rights in the field of sports have increased a lot. Regarding advertising, Mr. Kadisi says that the interest in advertising has been higher than the previous events and the general sponsor is a large company in the country.

EVENTS

Albanians continue to remain loyal to beer for such occasions. In a communication, some of the beer producing or importing companies in Albania indicate that this event is one of the most promising in terms of the benefits they can achieve.

According to them, there are three distribution channels: the bars, which are expected to double their orders, a large part of them have set up an environment dedicated to beer.

Second, supermarkets and majority markets everywhere in Albania, which are mainly related to the demands of individuals and household consumption. The third would be the outdoor spaces organized for this event, which inevitably promise high consumption. Without question, the formats of drinks that are liked the most are the 0.33 ml ones and above all the jacks, which will be expected to be consumed a lot in bars or open spaces in the capital.

The area that was expected to gather more fans is the one in "Skënderbej" square, which was expected to turn into a "hot spot", but the season and the weather seem not to favor this. No gathering facilities for fans have yet been seen.

Various bars in Tirana unanimously say that in such sporting events it is difficult to make accurate predictions about the profits that will come from the promotion of consumption. Especially considering the increase in prices as a whole that has restrained consumption.

However, they express their belief that approaching the November holidays or the atmosphere of the end of the year, and the World Cup will increase their turnover. In many bars in the capital, there is no shortage of big screens and various promotions, with drink offers during the matches, where the broadcast culminates in the evening hours.

In communication with some retail companies of electrical household appliances and technological products, it is confirmed that since the beginning of November, interest in larger televisions began, but they connect this element not only to the World. According to them, one factor that has boosted sales of large format TVs is the reopening of betting in January 2023.

A positive fact

It is now official, 3 Albanians will be in the World Cup. There are three Albanian players among the Swiss team players: captain Granit Xhaka, Xherdan Shaqiri and Ardon Jashari. This fact is an incentive, according to experts in the football field, to be more predisposed to attend matches where Switzerland will play, which will bring greater engagement in economic terms for our country, in the fields of consumption and attendance. of the premises outside, etc.

Rewards from FIFA

For participation in the group stage, FIFA has provided a reward of 8.7 million euros for each representative, while for qualification in the 1/8 of the finals, the teams will have benefits of 12.5 million euros. For reaching the quarterfinals, a cash prize of almost 16.5 million euros is guaranteed, while the fourth place will be awarded with 24 million euros.

For the third place, a prize of 26 million euros is guaranteed, the runner-up will receive 30 million euros, and the world champion a total of 42 million euros.

FIFA will also provide more than 200 million euros as compensation for clubs whose players will play in the World Cup./ Monitor

Video