teamAfter much buzz and excitement, the World Cup is finally here—and people all over the world are anxiously tuning in to cheer on their favorite teams.

And hey, Sajan is no exception. We love a good global event and some football.

Although, admittedly, we’re a little more enthralled by all the global marketing and localization lessons that can come out of a large-scale event of this nature.

And even though the World Cup just kicked off June 12, there is already much to learn about engaging global audiences and winning customers all over the world.

1. Website localization scores points with global audiences

World Cup organizers, also known as FIFA, see the value in website localization to help engage with international audiences. They make it easy for Web users to scan their site for game schedules, travel arrangements and more in six languages: English, French, Spanish, Portuguese, Dutch and Arabic.


From the looks of it, they didn’t dribble outside any lines either—translating anything from downloads to blog posts to advertisements and more.

Organizers also did a great job orienting the text correctly for their Arabic site. Since Arabic is a bidirectional language—meaning speakers read right to left, left to right—it’s important that Web elements are laid out accordingly.


Outside of this, organizers pursued video localization to get that emotional connection with their global audiences that video provides so well.

Takeaway: A professionally localized website can pay off big time in terms of your global marketing success. But there are many aspects to consider—from layout to multimedia and more. You want to approach it correctly in order to create a positive experience for your end users. Check out 3 ways to seize more global market share with website localization to learn more.

2. Mobile app localization drives further engagement

Mobile’s widespread impact on global marketing is no secret. When 91 percent of people on Earth have a mobile phone, and 50 percent use mobile as either their primary or exclusive Internet source (Digital Buzz Blog), it’s safe to say that a localized mobile app is a solid tactic to reach international audiences.

FIFA agrees. Not only does the organization have a mobile-friendly website but also a localized mobile app for the same six languages as the website. The app offers information on matches, times and locations as well as exclusive coverage from the games.

Takeaway: Consider mobile app localization as part of your overall website localization strategy to reach mobile users across the globe. Sajan can coach you every step of the way. In the meantime, read up on some best practices to make the localization process go smoothly.

3. Global social media fuels your marketing campaigns

World Cup organizers will have their work cut out for them when it comes to keeping up with the massive amount of tweets, posts and shares around this major event in multiple languages.

Just take a look at their social media landing page, which shows how many mentions there have been about the World Cup across the worldby the minute, by the hour and in total up until this point.

According to Twitter, there have already been more social posts about this year’s World Cup before a ball has been kicked in Brazil than throughout the entire tournament in 2010—and 2010 was the most social tournament to date back then. Needless to say, Brazil will be huge.

To engage with multilingual social media users, FIFA has set up exclusive Twitter accounts, each dedicated to one of the six languages on their website.


Takeaway: Having a planned strategy for mangaging global social media is key to success. Social media is as busy and fast-paced as the games. It requires around-the-clock monitoring to help meet real-time needs and put out any social firestorms that may ignite. Machine translation may be a viable solution—but it’s only one piece of the puzzle.

Get in the game

Ready to flex your global marketing muscles like FIFA? Download this best practice brief Global marketing translations: 6 best practices for preserving your brand’s identity.

Have you tried any of these global marketing tactics? If so, which ones? Share your experiences below!