Business football
.... We find companies which are useful of football to penetrate the markets. Coke sponsor teams of the Gulf or Palestine to be present on these preserving markets, more impenetrable. These markets are preserving because they are very religious countries and they are afraid of the Western companies. These countries are composed of many consumers. Football makes it possible to combine culture and religion. People can open out. Stephen Worsley, account director with TEAM/Young & Rubicam's public relations unit says “'Football certainly guarantees a captive audience in the Gulf, as elsewhere, and that's a very attractive platform for PR”. The football is a very powerful communications tool. Moreover, Coca-Cola is investing heavily in a “Street Football” campaign that targets young Arab football fans in this way. Coke sponsors also the world cup football to target a larger audience in the whole world. However football is not established everywhere. The football which says soccer to the United States has evil to be established, even with the assistance of the world cup into 1994 which was to promote football in the United States. It was a failure because the stadiums are empty to attend the matches. Moreover they are tried to modify some rules of play but that remains unpopular. But on the other football female football is a success in the United States, even before the male world cup football. This failure is because of the competition of the other sports which dominate in the United States like American football, the basketball, baseball, hockey. For the Americans the sport must be a spectacle with much money around such as for example with the enormous wages in the basketball. Football is not spectacular enough even by changing some rules (penalties for example) the money does not reign. In the United States the sport is im...