Love it or hate it, there is no escaping the World Cup is less then ten days away. Flags are appearing declaring supporter allegiances and talk mostly turns to player selection policy as every man and his dog becomes a football expert. As expected, companies are jumping on the World Cup sales promotion bandwagon with a vengeance. In some instances the actual ‘product fit’ with the World Cup appears to be irrelevant and any excuse to make the two a match made in heaven will do!

 Manufacturers and retailers have embraced this sporting event to further promote their products and boost sales. A variety of retailers such as John Lewis and Tesco are offering £100 or more off a new Sony TV if shoppers trade in their old models regardless of whether they are in working condition or not. And I’m sure Toshiba are secretly crossing their fingers England don’t win the World Cup after saying they will refund the price of your TV if England are announced the tournament winner.

 Kellogg’s are honouring the England team with packs of personalised cereals. After news broke Wayne Rooney and Frank Lampard loved Coco Pops, Kellogg’s have created one off packs and will send them to the England’s team hotel. Steven Gerrard features as the famous Frosties Tiger while the funniest title goes to the Rice Kingies (for Ledley King) because his dodgy knees are in danger of going Snap, Crackle or Pop.

Bizarrely, cruise companies are even getting in on the action. Thomson Cruises are televising the matches from the deck of their ships. Plus those onboard less smitten with the game are able to benefit from special ‘World Cup widow’ spa promotions (which you have to say is a fairly tenuous way of associating with the event). 

 Of all the World Cup giveaways it was a blog post by James Hall regarding a Curry’s promotion that I found rather amusing. Curry’s are offering £10 cash-back for every goal that England scores in their World Cup promotion.  James states the riskiest thing about the Curry’s promotion is buried deep in the terms and conditions. According to the retailer, the £10 deal will also apply in its stores in Scotland and Wales. This could have the unprecedented consequence of forcing Scottish and Welsh shoppers to support Rooney, Lampard, Ferdinand et al in a football tournament.  As James believes (and I tend to agree) ‘For that reason alone Currys’ giveaway is truly ground-breaking’.