Marknadsföring under världsmästerskapet i fotboll år 2022 i Qatar : En studie avseende marknadsföring av ohälsosam Tv-reklam och sponsring under världsmästerskapet i fotboll år 2022 i Qatar

Sammanfattning: Despite the development of digitization, traditional marketing in the form of TV advertising and sponsorship has continued to appear as a marketing strategy for companies and organizations. This is because people spend a lot of time watching different programs, movies and sporting events on different TV channels, which gives this type of marketing a large reach. Organizations and companies tend to market their brands through traditional marketing in the form of TV advertising and sponsorship in connection with sporting events that are broadcast on TV. Companies do not want to miss out on the large number of TV viewers on such occasions and therefore use these large events as a marketing method to make their brands as well known as possible. Advertisements broadcast on TV channels in connection with major sports events usually concern unhealthy products and services. The marketing of alcohol, betting, soft drinks and fast food chains on TV channels has increased significantly in recent years, which has caused great concern for public health. Therefore, it becomes important to conduct a comprehensive academic study regarding the amount, time span, creativity and product content of unhealthy TV advertising and sponsorship marketed during the 2022 FIFA World Cup in Qatar. The study's survey will code unhealthy TV advertising and sponsorship that markets on two Swedish TV channels (Tv4 and SVT) that have the TV rights for the broadcast of the World Cup in 2022 in Qatar. This coding is done for all World Cup matches; forty-eight group stage matches, eight round of 16 matches, four quarter-finalmatches, two semi-final matches, one bronze match and one final match, corresponding to a total of sixty-four matches. In order to collect all the necessary data for the implementation ofthe study's survey regarding unhealthy TV advertising and sponsorship, the study analyzesthe companies C-more's and SVT-play's uploads of replays of broadcasts of matches that are broadcast live on the parent channels Tv4 and SVT. Since the replay broadcasts uploaded by C-more and SVT-play are in the form of a long video recording that includes studio calls before the match, during half-time and after the match, making it possible to rewind, pauseand analyze in depth these commercials and sponsoring that appear during these periods interms of quantity, time span, color, design and product content. This study's survey shows that the total amount of unhealthy TV commercials and sponsorship is a total of 551 and that the total time span of all unhealthy TV commercials marketed during the World Cup is a totalof 4004 seconds corresponding to 66.73 minutes. The creativity in design and color of the unhealthy TV commercials and sponsorship coded in the study's survey is specifically adapted to the FIFA World Cup with background images appropriate for a football event and characters imitating football players to inform the TV-viewers about the product or theservice content and features, the TV-channels use a technology in the form of audio recordingthat is applied in the background in parallel with the broadcast of the moving images andvideo advertising.