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One of the most important ingredients of hosting an event is marketing. The FIFA World Cup is no different, even if it may seem automatic that all eyes would turn to the greatest sporting event in the world.
Because the finals are held every four years, it is important to be always targeting a new generation of football watchers. With every staging of the World Cup since 1962, the organisers have seen it fit to have an official song, which usually tries to embody the culture of the host nation while simultaneously disseminating ideas to which the world relates.
In 2010, ‘‘Waka Waka’’ (This Time for Africa) by Colombian-US singer Shakira, featuring South African band Freshlyground, enjoyed great success, climbing international music charts and establishing itself as more than just the 2010 FIFA World Cup song.
Lead single on “Listen Up”
It was the lead single on Listen Up (the official 2010 FIFA World Cup album), with the song going on to sell more than four million copies worldwide.
Following the success of ‘‘Waka Waka’’, FIFA sought to find the most popular World Cup song of all time. In a recent poll conducted on the official FIFA website, fans were asked to vote on songs from 1962’s ‘‘El Rock del Mundial’’ to 2014’s ‘‘We Are One’’ (Ole Ola). It is performed by Pitbull and features Jennifer Lopez and Brazilian singer Claudia Leitte.
‘‘Waka Waka’’ trumped all others, with very few remembering the official songs from earlier tournaments.
Some of the songs that have become synonymous with the competition were actually elements of the advertising campaigns of corporations associated with the World Cup.
The second most popular song from the FIFA poll, for instance, was also from the 2010 South African tournament. ‘‘Wavin’ Flags’’, by Somali-Canadian artist K’naan, was not an official World Cup song, but the promotional tune used by Coca-Cola for the tournament.
‘‘Oh Africa’’ by Akon was also among the favourites, but it, too, was a promotional song, this time for Coca-Cola’s rival, Pepsi.
Jamaicans have bought into the idea of marrying music and sport. ‘‘Wavin’ Flags’’ (recorded at Tuff Gong Studios) and ‘‘Oh Africa’’, two outstanding songs for the 2010 tournament (although not official tracks), had a Jamaican association.
Last year, dancehall artiste Busy Signal’s ‘‘Bumaye’’(Watch Out Fi Dis) was picked by Pepsi to be the theme song for its Live For Now campaign, which features several international football stars. Although Busy Signal has expressed an interest in going to the 2014 World Cup Finals, there is still no official word on whether he will make an appearance or if the song will be tied to the month-long competition.
Jamaica’s only appearance at a senior men’s World Cup Finals, in 1998, still stands out. Initially, there was some controversy over the choice of the country’s theme song, Rise Up, before it cemented its place. The song has become the anthem for Jamaican football, with no official football theme song being released since.
Billboard’s top 10
For the countdown to the 2014 World Cup finals, Billboard magazine has ranked the most popular World Cup songs, posting the list at Billboard.com.
Waka Waka (This Time for Africa) — Shakira, featuring Freshly Ground (South Africa 2010)
Un Estate Italiana — Gianna Nannini & Edoardo Bennato (Italy 1990)
The Cup of Life — Ricky Martin (France 1998)
El Mundial — Ennio Morricone (Argentina 1978)
Futbol — Maryla Rodowicz (Germany 1974)
Les Cour des Grands — Youssou N’Dor and Axelle Red (France 1998)
El Rock del Mundial — Los Ramblers (Chile 1962)
Wavin’ Flags — K’naan, South Africa 2010 (Unofficial)
Gloryland — Daryl Hall, Sounds of Blackness (USA 1994)
World Cup Willy — Lonnie Donegan (England 1966)
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