The role of FIFA World Cup Qatar 2022 brand ambassador: An analysis of Ghanim Al Muftah in promoting inclusive engagement
DOI:
https://doi.org/10.12928/commicast.v4i2.8996Keywords:
Brand Ambassador, FIFA World Cup 2022 , Ghanim Al Muftah, InclusiveAbstract
Many ways exist to promote and increase awareness of products, one of which is through collaboration with celebrities or well-known figures to become brand ambassadors. Collaboration with brand ambassadors is a form of communication carried out by a brand or event to convey messages and information to the audience regarding the content of the message. This research was conducted with the aim of understanding the role of Ghanim Al Muftah as a brand ambassador in introducing the inclusive FIFA World Cup 2022. The research method used was descriptive qualitative, employing a case study and literature review method. The results obtained in this study show that Ghanim Al Muftah's role as a brand ambassador has garnered a positive response, had a beneficial impact, and effectively conveyed awareness of the inclusivity aspect to the audience.
References
Al-Thani, H., Al Musleh, A. W. A., Khan, N. A., Asim, M., Abdurahiman, S., Morad, Y. A., Massey, A., & El-Menyar, A. (2022). FIFA Arab Cup tournament with full capacity of spectators during the COVID-19 pandemic: a cross-sectional study. Science and Medicine in Football. https://doi.org/10.1080/24733938.2022.2110276
Ali, A. (2023). Football, Freedom, and the Arab Spring. Economic and Political Weekly, 58(3).
Baños-González, M., Rajas-Fernández, M., & Sutil-Martín, D. L. (2021). Analysis of emotion and recall in covid-19 advertisements: A neuroscientific study. International Journal of Environmental Research and Public Health, 18(16). https://doi.org/10.3390/ijerph18168721
Brannagan, P. M., & Giulianotti, R. (2015). Soft power and soft disempowerment: Qatar, global sport and football’s 2022 World Cup finals. Leisure Studies, 34(6). https://doi.org/10.1080/02614367.2014.964291
Brannagan, P. M., Reiche, D., & Bedwell, L. (2023). Mass social change and identity hybridization: the case of Qatar and the 2022 FIFA World Cup. Identities. https://doi.org/10.1080/1070289X.2023.2203576
Bungin Burhan. (2019). Metodologi Penelitian Kualitatif: Aktualisasi Metodologi Ke Arah Ragam Varian Kontemporer. In metodologi penelitian kualitatif aktualisasi metodologis ke arah ragam varian kontemporer.
Burton, N. (2019). Exploring user sentiment towards sponsorship and ambush marketing. International Journal of Sports Marketing and Sponsorship, 20(4). https://doi.org/10.1108/IJSMS-03-2019-0026
Doraiswamy, S., Cheema, S., Sheikh, J. I., & Mamtani, R. (2022). Scoring Lifestyle Medicine Goals With FIFA 2022—An Opportunity to Strike Big! American Journal of Lifestyle Medicine, 16(1). https://doi.org/10.1177/15598276211026590
Dun, S., & Rachdi, H. (2023). Mixing FIFA World Cup alcohol sponsorship agreements with Islamic host countries: a conceptual framework. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-11-2022-0294
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The Effect of Brand Attitude and Brand Image on Brand Equity. Journal of Marketing Theory and Practice. https://doi.org/10.1080/10696679.2001.11501897
Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business and Management, 7(1). https://doi.org/10.1080/23311975.2020.1787733
Guionnet, T., Raulet, M., & Burnichon, T. (2020). Forward-looking content-aware encoding for next-generation UHD, HDR, WCG, and HFR. SMPTE Motion Imaging Journal, 129(7). https://doi.org/10.5594/JMI.2020.3001797
Helmold, M. (2022). Marketing Mix (pp. 95–103). https://doi.org/10.1007/978-3-031-10097-0_9
Herawati, H., & Putra, A. S. (2023). Pengaruh Brand Ambassador dan Brand Image Terhadap Keputusan Pembelian Azarine Cosmetic. Journal on Education, 5(2). https://doi.org/10.31004/joe.v5i2.1115
Iacobucci, S., & De Cicco, R. (2020). Users awareness of native advertising from Instagram media publishers: The effects of Instagram’s branded content tool on attitudes and behavioural intent. International Journal of Internet Marketing and Advertising, 14(1). https://doi.org/10.1504/IJIMA.2020.106046
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity.
Larisu, Z., Estrada, P. R., Ibnu, S., Nurmansyah, M., & Darpin. (2023). Multivectorism politics in 2022 Qatar world cup: media relations analysis. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 7(1). https://doi.org/10.25139/jsk.v7i1.6139
Memon, S. A., Krishnan Pillai, R., Weber, I., Mejova, Y., & Dun, S. (2019). Tweets About Qatar Around the World – Who’s Setting the Agenda? https://doi.org/10.5339/qfarc.2016.sshasp2613
Milloy, J., Benea, C.-B., Askins, K., Lin, W., Wilson, A., Mitra, R., Pardesi, M. S., Mashayekhi, A., Santos Françoso, M., Trojbicz, B., Alencar Silva Mello, P., Hiratuka, C., Rogers, D., Koh, S. Y., Chen, W., Krieger, N., Wilson, H. F., Lin, H., LEE, T.-L., … Pommerolle, M.-E. (2022). NATIONALISM, GEOPOLITICS, AND NAVAL EXPANSIONISM: From the Nineteenth Century to the Rise of China. Geopolitics, 23(1).
Nasrin, N. (2020). Implementasi Supervisi Manajerial Pengawas dalam Meningkatkan Kinerja Guru di MIN 5 Aceh Tenggara. Fitrah: Journal of Islamic Education. http://jurnal.staisumatera-medan.ac.id/index.php/fitrah/article/view/17
Panjaitan, F. R., & Harahap, M. S. (2021). Community opinion on the personal brand of Bobby Nasution to Prospective Medan Mayor in 2020. Commicast, 2(1), 76. https://doi.org/10.12928/commicast.v2i1.3152
Sari, I. N., Lestari, L. P., Kusuma, D. W., Mafulah, S., Brata, D. P. N., Iffah, J. D. N., Widiatsih, A., Utomo, E. S., Maghfur, I., & Sofiyana, M. S. (2022). Metode penelitian kualitatif. UNISMA PRESS.
Schaffner, F., Bansal, D., Al-Thani, M. H. J., Alromaihi, H., & Farag, E. A. B. A. (2021). Preventing vector-borne diseases at major sport events: Addressing the challenges for fifa 22 in Qatar. PLoS Neglected Tropical Diseases, 15(3). https://doi.org/10.1371/journal.pntd.0009135
Silva, L. H. R. (2022). Football for National Purposes in Qatar. In Routledge Handbook of Sport in the Middle East. https://doi.org/10.4324/9781003032915-7
Soedarsono, D. K., Mohamad, B., Adamu, A. A., & Pradita, K. A. (2020). Managing digital marketing communication of coffee shop using instagram. International Journal of Interactive Mobile Technologies, 14(5). https://doi.org/10.3991/IJIM.V14I05.13351
Sugiyono, & Lestari, P. (2021). Metode Penelitian Komunikasi (Kuantitatif, Kualitatif, dan Cara Mudah Menulis Artikel pada Jurnal Internasional). In Bandung: Alfabeta.
Suleman, D., Suyoto, Y. T., Sjarief, R., Sabil, S., Marwansyah, S., Adawia, P. R., & Puspasari, A. (2023). The effects of brand ambassador and trust on purchase decisions through social media. International Journal of Data and Network Science, 7(1). https://doi.org/10.5267/j.ijdns.2022.9.003
Theodoropoulou, I., & Alos, J. (2020). Expect amazing! Branding Qatar as a sports tourism destination. Visual Communication, 19(1). https://doi.org/10.1177/1470357218775005
Wardhana, A. (2022). Brand Image Dan Brand Awareness. Brand Marketing: The Art of Branding, January.
Williams, J., Pope, S., & Cleland, J. (2023). ‘Genuinely in love with the game’ football fan experiences and perceptions of women’s football in England. Sport in Society, 26(2). https://doi.org/10.1080/17430437.2021.2021509
Zhu, C. W. (2020). Adjudicating sartorial elegance from the court – the sumptuary impulse in the law of modern sports sponsorship against ambush marketing. Queen Mary Journal of Intellectual Property, 10(1). https://doi.org/10.4337/qmjip.2020.01.03
Zowisło, M. (2019). From the volume Editor: Some remarks on sport from its historical-cultural horizon. Studies in Sport Humanities, 25. https://doi.org/10.5604/01.3001.0013.7838
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Aulia Holaw Rizana, Naurah Lisnarini
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
License and Copyright Agreement
In submitting the manuscript to the journal, the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal. Please also carefully read Commicast's Posting Your Article Policy at http://journal2.uad.ac.id/index.php/commicast/about/editorialPolicies#custom-5
- That it is not under consideration for publication elsewhere,
- That its publication has been approved by all the author(s) and by the responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
Copyright
Authors who publish with Commicast agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.Â
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
Licensing for Data Publication
Commicast use a variety of waivers and licenses, that are specifically designed for and appropriate for the treatment of data:
Open Data Commons Attribution License, http://www.opendatacommons.org/licenses/by/1.0/ (default)
Creative Commons CC-Zero Waiver, http://creativecommons.org/publicdomain/zero/1.0/
Open Data Commons Public Domain Dedication and Licence, http://www.opendatacommons.org/licenses/pddl/1-0/
Other data publishing licenses may be allowed as exceptions (subject to approval by the editor on a case-by-case basis) and should be justified with a written statement from the author, which will be published with the article.
Open Data and Software Publishing and Sharing
The journal strives to maximize the replicability of the research published in it. Authors are thus required to share all data, code or protocols underlying the research reported in their articles. Exceptions are permitted but have to be justified in a written public statement accompanying the article.
Datasets and software should be deposited and permanently archived inappropriate, trusted, general, or domain-specific repositories (please consult http://service.re3data.org and/or software repositories such as GitHub, GitLab, Bioinformatics.org, or equivalent). The associated persistent identifiers (e.g. DOI, or others) of the dataset(s) must be included in the data or software resources section of the article. Reference(s) to datasets and software should also be included in the reference list of the article with DOIs (where available). Where no domain-specific data repository exists, authors should deposit their datasets in a general repository such as ZENODO, Dryad, Dataverse, or others.
Small data may also be published as data files or packages supplementary to a research article, however, the authors should prefer in all cases a deposition in data repositories.