As is perhaps to be expected in this day and age, everywhere you look at the moment there’s football, football, football. The World Cup is more than just a spectacle, it’s a regular event and therefore presents an opportunity. An advert which doesn’t in some way link the Beautiful Game to washing powder, mortgages or anti-wrinkle cream is almost refreshing. Of course, the World Cup would not be so all-pervasive without the weight of corporate advertising and media on the bandwagon, but there are some underlying psychological effects, which are being harnessed as only corporate business knows how.
Just think how many millions view the games, particurlarly of the home nation; viewing figures suggest around 19 million households tuned in to watch the England v Portugal match, and that number masks the people watching with friends, at home or in public. Of course, cutting away the naturally avid football fans leaves a significant number simply watching to support their national side, but how does this turn into something of a fever? The rampant nationalism provoked at times staggers belief, and often goes far beyond the football itself. Finding sensible criticism of England’s performance at the World Cup is some achievement, whilst in the immediate aftermath of England’s exit, jingoistic slurs against Portuguese players and Argentine referees were on the tip of many tongues.