How a red card can be foul on and off the pitch

Every four years the entire world falls apart into mass hysteria, childlike enthusiasm and frenetic nationalism. We call it the World Cup. The final match between Spain and the Netherlands, scheduled for this Sunday, will be the most watched sporting event of the year and international corporations slobber over the advertising possibilities. But these sporting extravaganzas can have unintended marketing consequences of another kind: on destination branding.

The idea that sportsmen are “representing their country” becomes quite literal during the World Cup, especially for small countries like Côte d'Ivoire or Slovakia who rarely find themselves in the international news. For many people, this year is the first time they have seen eleven North Koreans all in one place. Millions of viewers are watching closely during the gruelling weeks of the World Cup and are likely to base their opinions of these countries on the behaviour of their players.

Many will come away from the Cup remembering phenomenal plays, goals and saves, perhaps viewing Uruguay with new-found respect after their fierce and surprising rise to the top four. But behaviour off the field comes under equal scrutiny in the international media and can easily colour people’s opinions. What will people take away from the Cup this year for example? Will they remember the pre-Cup drama surrounding the English team and their “WAGS” (wives and girl friends) that lead to the resignation of their leading left-back?  Will the French be labelled as dramatic and petulant after the infighting that led to the shocking dissolution of the team?

If the on- and off-field behaviour of the players has such a profound effect on the brand image of the nation they represent (and therefore potential political, social, and economic consequences) should coaches choose players based on more than just their ball skills? Should branding strategists be called on to advise on the best team to represent the country? Sports fans might consider that going too far, but perhaps it is something to consider in 2014 when we all indulge once again in our collective insanity. In the meantime best of luck to Brand Spain and Brand Netherlands. Good luck to the football players too.

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