The World Cup Has Opened, but Response Is Lukewarm... Concerns Over Ambush Marketing and Aftermath of Itaewon Tragedy

Due to FIFA regulations, companies are cautious about ambush marketing
Aftermath of Itaewon tragedy sparks debate over street cheering support and opposition

On the 28th, street cheering squads in Gwanghwamun Square, Seoul, are celebrating South Korea's 2-0 victory over Germany in the 2018 Russia World Cup match. Photo by Jinhyung Kang aymsdream@

[Asia Economy Reporter Yoo Byung-don] The 2022 Qatar World Cup has kicked off, but unlike previous tournaments, the atmosphere domestically remains subdued. It is difficult to find World Cup-related promotions, as the nation continues to mourn the Itaewon tragedy.

Korea will play its first group stage match against Uruguay at 10 p.m. on the 24th. However, World Cup-related marketing is not as active as before. This contrasts with previous sports events like the Olympics and World Cup, where various industries engaged in aggressive marketing campaigns.

This is because the F?d?ration Internationale de Football Association (FIFA) regulations prohibit marketing related to the World Cup unless the company is an official sponsor. Previously, even non-sponsors could market using terms like “Round of 16,” “goal,” “football,” or “national team” instead of the direct word “World Cup.” However, FIFA has recently strengthened monitoring and imposed fines, making such marketing difficult.

Moreover, becoming an official World Cup sponsor requires at least $1 billion, leading many companies to give up on World Cup marketing. The recent Itaewon tragedy also adds to the reluctance to conduct active marketing at this time.

In fact, street cheering events held nationwide during every World Cup have been canceled or scaled down. Most local governments in the Seoul metropolitan area, including Gyeonggi Province, have confirmed they do not plan outdoor cheering events using large screens. Given the national mourning atmosphere following last month’s Itaewon tragedy, World Cup cheering is seen as inconsistent with public sentiment and raises concerns about potential safety accidents due to large crowds.

The street cheering event at Gwanghwamun Square in Seoul was conditionally approved with significantly strengthened safety measures, including temporary closure of nearby bus stops, monitoring whether Gwanghwamun Station trains will pass without stopping, and deploying 300 safety personnel by the organizers. However, citizens remain divided, with some saying it is “premature” and others calling it “forced mourning,” sparking heated debate.

Citizen Seo Je-won (32) said, “It is too soon to hold a large-scale outdoor event so soon after the Itaewon tragedy,” adding, “Honestly, I feel reluctant about this World Cup street cheering.” On the other hand, university student Shim Dong-wook (24) argued, “Concerts and other events are resuming one after another, so restricting only the World Cup street cheering is contradictory,” and added, “I think it is part of the process of returning to normal life, separate from the Itaewon tragedy.”