世界杯最舍得花打广告的4家公司.docVIP

4 Fortune 500 companies buying into the World Cup 世界杯最舍得花钱打广告的4家公司 As you watch the games today, keep your eyes peeled for the ads. Layered underneath the music that beckons come one, come all to the World Cup is the ka-ching of money. According to a McKinsey study, FIFA stands to make $1.4 billion from sponsorship deals, and spending is up 40% from the 2010 games in South Africa. Although companies won’t disclose their spending, 30-second ad spots for the ESPN final are expected to cost around $300,000. Sponsoring a global event like the World Cup is particularly enticing to any company looking to make headway overseas. That fact is not lost on the Fortune 500. Here are the four Fortune 500 sponsors of the World Cup and a look at what kinds of messages they are trying to send to consumers the world over. 大家观看世界杯的同时，不妨留意一下各大公司的广告。在呼唤世人一起走进世界杯的音乐背后，是收款机点钞的声音。据麦肯锡（McKinsey）调查发现，国际足联（FIFA）将获得14亿美元赞助收入。而相比2010年南非世界杯，本届世界杯的广告开支增加了40%。虽然各大公司不会披露具体的开支情况，但ESPN世界杯决赛时段30秒广告的价格预计约为300,000美元。赞助世界杯这样的全球赛事对于期待进军海外市场的公司来说格外具有吸引力。《财富》美国500强公司（Fortune 500）自然也不会放过这样的机会。下面是本届世界杯的四家《财富》美国500强赞助商，我们来看看他们想向全世界消费者传达什么样的信息。 Visa Visa公司 Fortune 500 Rank: 238 《财富》美国500强排名：238 2013 Revenue: $11.8 billion 2013年收入：118亿美元 Campaign: Everywhere You Want to Be 广告：心驰所向 ...is the World Cup where global unity triumphs, whether you’re a clown, rugby fan, Nobel Laureate, orZidane cheering the French in an Italian restaurant. 世界杯是全球一家的盛宴，不论你是小丑，英式橄榄球球迷，诺贝尔奖得主，还是在意大利餐厅为法国队加油的齐达内，每个人都是庆典的一份子。 Visa V 0.27% is here to tell us the world is united in its rivalry, driving home the message that the company is global in its scope. Everywhere you want to be is a revamped version of Visa’s 21-year-old “It’s everywhere you want to be” theme, which was shelved in 2006. Visa公司（Visa）希望通过广告告诉我们，世界杯在竞赛中团结世界人民，并使Visa公司作为一家全球性公司而深入人心。“心驰所向”是Visa公司使用21年的“我们共同的向往”这一主题的修改版。2006年，Visa公司停止使用老版的广告主题。 And Visa is making good on its promise. As part of its World Cup sponsorship, Visa provided all of the payment infrastructure for