Today 68,000 eager fans will gather in Sao Paulo’s Arena Corinthians to watch Croatia take on Brazil in the first game of the 2014 FIFA World Cup. Businesses across the globe plan to make the most of it, according to a new poll of 1,841 senior executives by The Economist Intelligence Unit.
Over half (57%) of executives say they will be using the World Cup to boost staff engagement and morale, through measures such as screening matches at work or letting employees go home early. This could benefit economies – some researchers claim to have found a link between morale and productivity – assuming the benefits are not outweighed by the costs of absent (or worse–for-wear) workers.
Meanwhile, over a third (35%) of businesses are tailoring their marketing strategy to take advantage of the competition. Just because your company is not a sponsor does not mean you can’t grasp the opportunity: hotel chain Marriott International’s recent soccer-themed campaign features two stars of the sport while betting chain Paddy Power has commissioned Professor Stephen Hawking to solve the mystery of how England can succeed in Brazil.
Share of respondents agreeing with the following statements:
Source: Economist Intelligence Unit
The host country is hoping to use the tournament to showcase its clout as the world’s sixth-largest economy. It already receives the lion’s share of foreign direct investment (FDI) in South America, winning 35% - or US$64bn – in 2013, up from 28% the year before. Will the World Cup accelerate that growth?
The poll revealed that only a quarter of business leaders believe that hosting the competition has made Brazil a more attractive investment destination for their business.
The World Cup will cost the country an estimated US$14bn, making it the most expensive yet. But if it pushes FDI up by just 5%, the tournament would pay for itself in just five years. Getting a quarter of executives worldwide to view it more favourably is a great start – although a lot hangs on how well run the Cup turns out to be. Renewed protests against the contrast between pricey new stadiums and shoddy public infrastructure could spell trouble for official sponsors such as Coke or Sony, which have invested hundreds of millions into the world’s most watched sporting event.
Least surprising of the poll findings is that nearly half of respondents (47%) think Brazil will win the competition, putting it in first place in our rankings, followed by Germany and Spain.
Who do you think will win the 2014 FIFA World Cup?
Source: Economist Intelligence Unit
This result is more pronounced than The Economist’s own probability circle, which gives Brazil a 21% chance of winning, against 7.6% for Spain and 7.5% for Germany. Our survey does little to allay fears of an English flop, with only 1.7% of executives believing in England’s chances. Even among UK respondents, only 2.6% think England will win.
If you’d like to take part in our next flash poll, sign up here.
The views and opinions expressed in this article are those of the authors and do not necessarily reflect the views of The Economist Intelligence Unit Limited (EIU) or any other member of The Economist Group. The Economist Group (including the EIU) cannot accept any responsibility or liability for reliance by any person on this article or any of the information, opinions or conclusions set out in the article.