The World Stops For the World Cup

On Friday June 11th, at approximately 10:00 am Eastern Standard Time, work productivity will grind to a halt around the world. Vacation time will be taken; or, if that fails, sick time will be called in using a million horse voices. Radios and small television sets will be smuggled into meetings, cubicles and school rooms. Good luck t-shirts will be worn under dress shirts. Chants will have been memorized while statistics replace important work information in billions of brains. Worker's at airports will seemingly go about their jobs scrutinize aircraft parts and supplies, but with thoughts of championships dancing in their head. It's World Cup time; and, around the world the joy and tension is palpable.

Thanks to ESPN and ABC for a brilliant ad campaign, for the first time, it feels like the United States may be feeling it as well. The United States is fielding possibly their best team ever since their widespread introduction to international soccer on American soil in 1994, and viewing the World Cup with a national pride that is typically reserved for the Olympics or 4th of July Hot Dog Eating Contests.

While the World Cup won't see "Super Bowl-like" ratings in the states (save a US finals appearance, which is highly unlikely), ABC/ ESPN should be confident that their hard promotion work will pay off in increased viewership. This is especially true for the soccer-god's gift to the network: the Group C match between England and the US on the Cup's first Saturday. ABC/ESPN has smartly been advertising the match in an historic, "Us-vs.-Them" way which will bring in the patriot and casual soccer crowd along with the die-hards. American's love two things: an underdog and a storyline, and this match, thanks to the history both on and off the pitch, is ripe with both.

ABC/ ESPN is guaranteed three US soccer matches during the Cup's run, with a high probability of four (the United States should advance out of group play). But with the possibility of Brazil looming in the first knockout round, the possibility of a fifth, sixth or seventh game seems unlikely. While a US second round knockout might cause the casual fan to lose interest, ABC/ESPN has cleverly been promoting the event as an international competition with players from England, Brazil and Spain taking center stage along with Yanks' Landon Donovan and Jozy Altidore.

ESPN has been running a hot-streak with their sports promotion lately. Lest we forget that they made a typically ho-hum NFL draft into a three-day, prime-time event that found even casual NFL fans setting their DVR's to catch all of the proceedings. Their around-the- clock coverage along with a solid US team should make this a Cup to remember, even if it only lasts four games.

About the Author

Author Kim Green understands that good aircraft parts and supplies are the best way to get to see the World Cup safely.

Author (catwomanseven). Submitted on Tue, 22 Jun 2010 Time: 4:17 AM

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