2026 월드컵이 쏘아 올린 유통가 마케팅 전쟁: ‘손흥민 컵’의 역설과 대낮의 응원 풍경 > 뉴스

The 'FIFA World Cup Set', which McDonald's ambitiously launched as the official sponsor of the World Cup, attracted attention as a key item that heightened the atmosphere of the global festival. The limited edition cup produced as part of the global campaign attracted great expectations as it was engraved with the face of Son Heung-min, captain of the Korean national team, along with soccer legends of the era such as David Beckham and Thierry Henry. However, domestic consumers expressed considerable dismay at the fact that Son Heung-min's cup could not be found in stores. As a result of the coverage, this was not an intentional exclusion by McDonald's Korea, but rather because Son Heung-min's use of image rights was restricted due to an exclusive advertising contract signed with another domestic restaurant brand. These cases clearly show that even if it is a global campaign, complex business contractual relationships in each country can act as realistic restrictions on marketing.

The biggest variable in this World Cup is definitely the length of the match. Due to the unfamiliar time zone of weekday mornings, the 'night snack chicken and beer' culture of enjoying chicken and beer after work like in the past has disappeared, and instead, practical marketing targeting the 'housekeepers' and 'office supporters' has taken its place. Major chicken franchises, such as BBQ and Kyochon Chicken, are actively absorbing the demand for support during the day by advancing app ordering times to 8 a.m. or running first-come, first-served discount promotions during morning hours. Additionally, delivery platforms such as Coupang Eats encourage consumers to make choices by providing free delivery benefits and additional coupons based on scoring results. This can be evaluated as a strategic change that reflects the rational consumption patterns of consumers who value actual price benefits and convenience rather than simple events in an era of high inflation.

The food, beverage and distribution industry goes beyond simply selling food and is creating a festive atmosphere by strengthening experiential marketing that allows consumers to participate and experience it directly. OB Beer Cass is spreading a realistic cheering culture by opening a 'Fan Base Camp' pop-up store near Gangnam Station, through group viewings and measuring cheers, and is increasing brand loyalty through online participatory events that predict game results. Coca-Cola enhanced its brand image by directly selecting consumers as expedition cheering squad members and operating a program that vividly conveyed the excitement of the field. In this way, hybrid marketing that combines offline group cheering and online participatory content is becoming a driving force in making consumers perceive the World Cup as a play culture that they can directly enjoy and communicate with, rather than just something to watch.

Large distribution channels are also launching a wide range of discounts on everything from food to home appliances to capture the World Cup special. E-Mart, GS25, etc. are offering chicken, pizza, and snacks at exceptional discounts on the day of the game, enticing consumers preparing for the game. In addition, giving free gifts to customers who purchase TVs and operating pop-up stores in collaboration with the Korea Football Association demonstrate the distributor's efforts to increase overall consumer sentiment through a large-scale event called the World Cup. In particular, the movement to give consumers a special experience beyond simple purchases stands out by going beyond the simple discount events of the past and providing valuable benefits such as selling goods, giving away autographed uniforms, and fan meetings with players. This provides an exemplary example of how companies can connect a sporting event with a huge impact, such as the World Cup, with brand value and maximize contact with consumers.