The 2010 World Cup begins today. Well, the games do. Yesterday was the opening ceremony. But before I type any further, I should ask, do you know what the World Cup is? I’ll give you a hint. It has nothing to do with golf.
If you’re like the typical American, you’re completely unaware of World Cup – and of its significance. Seemingly, the U.S. is the only country in the world that fails to recognize the global impact of the World Cup. I believe it’s even more unifying than the Olympics which involves nations, but not in the same sport. And soccer isn’t an economically elite sport; the only equipment needed is a field, a ball, and something (coconuts, sandals, sticks, etc.) to mark the goal posts. Not even shoes are required. (I actually prefer playing barefoot.)
In the past, only dedicated soccer buffs follow the World Cup games in the U.S., although that is slowly changing. And it’s about time that it did because outside of the U.S. (which, by the way, isn’t the center of the universe), everybody watches the World Cup, even if they don’t like or watch soccer on a regular basis. Seriously, everybody does. And no, it’s not just Brazil. You’ll notice in the commercial below a quick shot of some Africans in a dimly lit room trying to get reception on their TV. That’s not an exaggeration. Anybody and everybody outside of the U.S. will go to any and all extremes to watch the World Cup. And, of course, they’ve decorated for the occasion. Brazil becomes a colorful blend of green, yellow and blue during the World Cup, with people and surroundings decorated and painted in the national colors.
Here in Brazil, life literally stops when there is a Brazil game on television. I realized this one day during the last World Cup in 2006. I had planned to go over to a friend’s house before the game started; but I got bogged down in my morning chores and ended up leaving my apartment at kickoff. The streets were absolutely deserted. I didn’t pass or see a single person on the way. It something I had never seen nor have seen since in Brazil, in part because I made sure I wasn’t late for anymore games!
During the World Cup, televisions are put up everywhere – malls, shops, restaurants, bars, even supermarkets! – because when Brazil plays, everybody watches no matter where they are or what they’re doing. Fred and his colleagues at work have already been advised that when Brazil plays at mid-day, they’ll be dismissed as a group to go out to lunch at a restaurant where they can watch the game together, then return to work in the afternoon. When Brazil plays in the afternoon, they’ll be dismissed early to make it home in time to watch the game. And nobody will feel their absence because nobody else will be at work either.
Are you grasping just how big this is?? If not, try to watch a few games. You might learn something.
Nike has. Below is a commercial which anticipated the World Cup. Just so you know, the first guy is Didier Drogba who plays for the Côte d’Ivoire. Unfortunately, he broke his arm in a pre-cup match against Japan. He may or may not play, and even if he does, it won’t be his best performance. Another note of interest is that Ronaldo Gaucho, the key Brazilian player in the commercial, wasn’t chosen for the team, something I’m still disappointed about since he’s one of my favorite players…but if Brazil wins the World Cup, I promise not to complain.
