With billions of viewers, the World Cup is the most-watched sporting event in the world.
I always get excited at World Cup time, but this year I have more to be excited about than just the soccer.
When we turn on the television to see our favorite teams take the field, we’re greeted by more than the battle of soccer giants. The World Cup features digital billboards along the walls of the field to feature advertisements from its official sponsors. Here we see typical ads for credit cards, beer, fast food, soda, cars, and solar — wait, solar?
That’s right. This year’s World Cup is showcasing solar alongside the world’s biggest brands trying to catch our attention. Yingli Solar, a Chinese panel manufacturer, now has its brand reaching billions of viewers around the globe.
As it turns out, this is not Yingli’s first foiree into the soccer world. The company was also a World Cup sponsor in South Africa four years ago (see photo below). Research from MEC Global indicates that consumer awareness increased 30 percent after their first 2010 World Cup sponsorship. 18 percent of those surveyed said that Yingli was now their preferred brand for solar panels, and 11 percent expressed intentions to purchase products from the company. As part of their 2010 sponsorship, Yingli partnered with FIFA to build 20 solar-powered Football for Hope Centers across the African continent.
This time around, Yingli’s gone the extra mile so that “one of the biggest stars of the 2014 FIFA World Cup Brazil will certainly be the sun,” according to their website. Yingli worked with Brazilian-based companies Light ESCO and EDF Consultoria to provide a combined more than 1 MW of solar panels to power Arena Pernambuco and Maracana Stadium. The impact of these installations goes beyond the event: when the stadiums are not in use, the clean solar energy will be delivered to the local grid through Brazil’s net energy metering program.
I get excited when I see a highway billboard ad for a solar company. It shows that the industry is maturing and becoming more mainstream. Well, it doesn’t get more mainstream than being a major sponsor of the world’s most viewed sporting event. And it doesn’t take a fortune teller to see the future for solar: the writing is literally on the wall.
Lead image: World cup stadium via Shutterstock