Beats Headphones Banned From 2014 World Cup
Due to a licensing agreement that FIFA has with Sony, the “soccer government” banned players from wearing Beats headphones during games and media events. According to Reuters, Sony recently sent every player a free pair of headphones to wear during these times.
Despite the news of the licensing barriers, Beats wasn’t ready to give up. The company released a five-minute video promoting their headphones titled “The Game Before The Game” which features various professional soccer players. The ad got fans everywhere talking and went viral after only a few days.
World Cup players are forced to wear Sony headphones for official events, but several players have been spotted wearing Beats headphones on their own time during breaks and practices. Many marketing experts believe that this “probably only amplifies their appeal.”
“Beats isn’t a sponsor, so the message is more authentic and credible,” said strategist Ellen Petry Leanse, a former Apple and Google executive.
The company is primarily popular among young people, which is part of the reason Apple recently bought Beats for $3.2 billion. Beats’ guerilla marketing techniques have quickly made them a “must have” for fans.
What do you think – has Beats triumphed over Sony despite the ban?