• by Barry Finkelstein , July 13, 2010

The world's greatest sporting spectacle came to a close on Sunday. And no, the Super Bowl has not been moved to mid-July.

All across the planet, entire nations were gripped by every moment of the FIFA World Cup, while here in the States another early exit by the U.S. side virtually guaranteed four more years of American indifference toward the sport of soccer.

But even the most ardent soccer novice can admire the sports marketing successes of this global spectacle. So here are five World Cup lessons you might consider incorporating into your own marketing efforts:

"Fan" is Still Short for "Fanatic." Every four years, nationalism reaches its pinnacle as countries around the globe follow the fortunes of their World Cup team. From Little League to the major leagues, sports are deeply rooted in the pride and passion of their followers. How can your brand better tap into the hearts of those you seek to reach by aligning your efforts at a deeper level?

Instead of just slapping a sign up in the stadium, perhaps you could develop a more meaningful connection with your target audience by creating an experience that fulfills their passion for their favorite team. Verizon's sponsorship of the New York Mets, for instance, includes an area at Citi Field where fans can use state-of-the-art augmented reality technology to "catch" a pitcher's fastball or create a video image of their face atop the team's Mr. Met mascot.

Beyond Sponsorship. Like the Olympics, the World Cup has become a laboratory for clever guerrilla marketing efforts, much to the disgust of high-dollar official sponsors. Ask anyone on the street to name an official sponsor of this year's World Cup and you're just as likely to hear Nike's name as that of official sponsor Adidas.

Yet surprisingly few marketers have applied this strategy to more pedestrian sports marketing opportunities. Instead of signing on as an official sponsor of the local sports team, how else might you reach a particular group of fans? Certainly, buying ads on the team's TV or radio broadcast is a foolproof approach, but sponsoring the team's fan club or conducting ticket or merchandise giveaways may be even more effective. Just be extremely mindful not to poach too aggressively on the team's turf, for fear of incurring the wrath of its attorneys.

Get Personal. Four weeks ago, most Americans had no idea who Wayne Rooney was, or David Villa, or the scores of other soccer stars who emerged in our consciousness during the World Cup. As compelling as the games themselves may be, the essence of sports is about human triumph and personal tragedy, heroes and goats, fan favorites and reviled opponents.

Maybe your brand's budget won't allow a formal alliance with a major sport or team. But partnering with a well-known, beloved player -- or even a past luminary from the local team -- could create a more powerful, personal connection between your brand and your target audience.

Peripheral Opportunities. Let's face it -- there are only a handful of marketers in the entire known universe with pockets deep enough to become official sponsors of mega-sporting events like the Super Bowl, Olympics or World Cup. But savvy marketers find opportunities on the fringes of these events to gain positive exposure and a "halo" effect from their arm's-length association.

Tourism promoters in World Cup host nation South Africa certainly made the most of their moment in the sun by using the event as a vehicle to showcase all the country has to offer. On a much smaller scale, bars and restaurants around the globe leveraged the tournament by hosting viewing parties to draw in customers who otherwise might watch at home. One company even cashed in by developing an iPhone app for the ubiquitous vuvuzela that created the unmistakable buzz in the background of every World Cup match.

Think Global, Act Local. Fans from various nationalities gathering for World Cup viewing parties all across the U.S. serve as yet another reminder that the planet is indeed shrinking. As the demographics of the U.S. would certainly support, multicultural influences are becoming harder and harder for marketers to ignore.

Sports marketing might be an ideal vehicle for expanding your brand's customer base into new cultural territories. Many sports index higher among people from different nationalities, allowing companies to build relationships by leveraging an affinity with which the target audience is already deeply connected.

But don't limit your thinking to major sports like football, baseball and basketball. Niche sports like rugby, cricket and even curling are developing strong followings at both the participant and fan levels due to increased TV exposure and the growing influence of non-Americans seeking familiar pursuits for their recreational activities.

Who knows ... maybe someday the same thing will happen for soccer here in the U.S.