CNN International draws major global brands for World Cup

Four major global brands have signed on with CNN International to sponsor and its multi-platform coverage of the 2014 FIFA World Cup Brazil. The deals will span Asia Pacific, EMEA, and Latin America.

The brands are Hyundai Motor, Hublot, Nikon and Embratur.

“An event on the scale of the World Cup is where CNN International’s global platform and our reputation for high-quality content is of particular value to premium brands,” said Rani Raad, chief commercial officer, CNN International.

As official partner of 2014 FIFA World Cup Brazil, Hyundai Motor will be sponsoring the weekly CNN Fan Zone segments in World Sport. In addition, Hyundai Motor is sponsoring FIFA World Cup Update broadcast in World Sport programmes and CNN Newsroom Live from Hong Kong throughout the World Cup. This daily update will highlight the day’s best plays, which teams are progressing and the players who are the stars of the tournament.

Hublot will have a digital product placement with CNN International to enhance its position as official timekeeper of the 2014 FIFA World Cup Brazil. The CNN Facebook Pulse is a digital dashboard on, created by social engagement specialist Mass Relevance to present the global debate around the World Cup in real time through Facebook posts, pictures and Instagram photos.

Nikon has extended its existing relationship with CNN International by advertising around the network’s global feeds of CNN’s 30-minute World Cup preview show Ready to Play. In addition, Nikon’s existing sponsorship of CNN’s Human to Hero segment within World Sport has been developed to connect with an audience interested in football and inspired by the World Cup. As the tournament begins, a special Human to Hero: Sport Photography Masterclass will then run in World Sport, with professional sports photographers discussing how great moments from World Cup history were captured on camera.

The Brazilian Tourism Board (EMBRATUR) is embarking on an international advertising campaign with CNN International during the 2014 FIFA World Cup to promote Brazil as a travel destination. It is associated with CNN’s 30-minute World Cup preview show Ready to Play across EMEA and Asia feeds as well as on CNN en Español.


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