The FIFA Local Organizing Committee (LOC) has failed dismally to execute an advertising campaign that matches the scale of the FIFA Confederations Cup. There’s now just one week to go until this tournament gets underway and yet the frequency of advertising has not increased substantially.

A month or two ago the excuse we were given was that the IPL Cricket tournament came from nowhere and thus caught the LOC marketers by surprise. They said that they would wait until this tournament ended to avoid their advertising being lost in the heavy clutter of IPL advertising.

The IPL has gone and yet there is still very little advertising going on. Our marketing efforts are so pathetic that a South African who recently visited Brazil was amazed to find much more advertising for the 2014 World Cup that is going to take place there than what is happening here for next year’s tournament. We all know that the rate of both Confed Cup and 2014 ticket sales is alarmingly slow.

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