How to promote the 2022 FIFA World Cup in the right way?

Publication date: 15 November 2022

On 20 November 2022, the FIFA World Cup kicks off in Qatar. It is a momentous event that will bring together millions of spectators around the world.

The 2022 FIFA World Cup will attract not only millions of sports lovers, but also people who used to have little interest in sports.  They are keen not only to watch the matches but also to place their bets. In order to help draw new users to betting sites, the 3SNET network has prepared a list of offers with landings and creatives for the FIFA World Cup 2022.

New gambling advertising rules for licensed bookmakers in France were published recently. According to the French regulator, the National Gambling Authority (ANJ), bookmakers have signed an agreement to moderate and regulate any advertising, including on digital platforms (websites). The innovations were adopted following a public opinion survey and in the wake of the “glut” of gambling advertising in France during UEFA Euro 2020.

Specifically, the number of bookmakers’ commercials during halftime has now been reduced from four to three.

Furthermore, sports betting operators are obliged not to place advertisements next to schools and other educational institutions as well as to reduce the intensity of messages in train stations and the metro.

Interesting facts about the FIFA World Cup in Qatar

Numbers: opening of the World Cup will be on 20 November, and the final match will start on 18 December (Sunday) 2022.

Money: the prize fund of the championship will amount to $700 million.  During preparation each team will receive on $2 million, for participation in group stage – on 10 million more. The winner of the 2022 FIFA World Cup will receive additionally $50 million. At the same time, as predicted by experts, FIFA will earn about $5-6 billion for holding matches. The FIFA World Cup may become the most expensive in the history of the Games, with a sum of $200bln invested in its organization.

For the first time ever a football championship will be held in the Middle East, a country with a majority Muslim population. A country with an absolute monarchy will host the World Cup for the first time. It is the first time that Qatar is hosting the event in autumn and winter due to high summer temperatures and high humidity.

The bans concern the rules of fan behaviour as well as the specifics of advertising.  As Qatar is a Muslim country, it is forbidden to drink alcohol and smoke in public places, touch women, wear open clothing (shorts and T-shirts), and sit cross-legged. 

The mascot of the Qatar World Cup is a carpet ride called Laʼeeb. It is shaped like a traditional white Arabian garment, and its name translates as “the overqualified player”.  The organizers also introduced him as “adventurous, fun-loving and curious”.

Wanna use iconic sporting events to attract players to betting sites all the time? Keep an eye on events on different levels with the 3SNET Calendar!