Johnson & Johnson Puts a Healthy Spin on World Cup
Johnson & Johnson leveraged its sponsorship to cement its longtime connection to health care—and help people in the process. The mega brand supplied the FIFA World Cup with necessary medical and other health-safety supplies, and it offered up programs that benefited the community—and its employees, too. Big-time sponsorships often are about flashiness. Johnson & Johnson defined authenticity.
The FIFA World Cup is the biggest single event sporting competition in the world. As the Official Healthcare Sponsor of the 2014 tournament, Johnson & Johnson launched “Care Inspires Care” which focused on providing health and community benefits for players, World Cup volunteers, its employees and families across Brazil. The program also solidified the brand’s 80-year health care legacy in Brazil.
Among elements of the sponsorship: providing medical bags and standard uniforms for staff on-site during the tournaments (which they previously did not have). Johnson & Johnson also provided free health screenings and health education materials in all 12 host cities throughout the tournament. Upon completion, participants received an amenity kit containing Johnson & Johnson products.
For Johnson & Johnson employees, the brand held a six-versus-six tournament for Brazil employees, where the best teams received the chance to play at the São Paulo FIFA World Cup stadium for the tournament final. The brand also offered an opportunity for its employees globally to purchase tickets. This program—unprecedented in the history of the FIFA World Cup—resulted in thousands of employees being able to make a once-in-a-lifetime trip to the tournament.
For fans at the FIFA Fan Fest, Johnson & Johnson activated a Family Area where families could relax and get away from the crowds to enjoy the matches. There, they received Child ID bracelets and a photo op with cup mascot Fuleco as a keepsake.
Johnson & Johnson in partnership with local blood donation agencies launched a mobile tour that traveled to all 12 host cities across Brazil to elevate awareness of the importance of blood donation and collect blood in the three months preceding the FIFA World Cup. The sponsorship also included aspects such as family tours of the stadiums, and community recognition programs.
Johnson & Johnson recorded 521,340 attendees at activations and handed out 86,760 health care packages to fans containing its brand family of products. On the mobile tour, the brand exceeded goal with 23,000 blood donations capable of saving up to 92,000 lives. On the whole, the program earned 516 million total media impressions.