After a slow start, marketing for June's Confederations Cup has picked up, with private companies and government agencies joining various soccer-themed campaigns. The Local Organizing Committee (LOC), responsible for marketing the event, has increased its efforts within South Africa, the host nation that needs to produce most of the spectators.

Billboards advertising the event have popped up all over the four host cities. Also, energy-charged advertisements have started flooding the radio and television airwaves. Ticket sales have picked up since FIFA relaxed its online-only sales system, which locals deemed too complicated in a country where Internet access remains a privilege. Aiming to cater to South African fans used to buying tickets at the stadium on the day of the match, FIFA last month introduced ticketing kiosks in the host cities, where fans can buy tickets directly.

The LOC remains confident that the games will feature packed stadiums. Last week FIFA revealed that nearly 400,000 tickets, 63 percent of those available, have been sold for the Confederations Cup, with three weeks remaining before the tournament kicks off.

 

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