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Sports have an uncanny ability to unite communities, capture attention and inspire goodwill, so major sporting events are a natural fit for cause-related messages. Which is why we are disappointed that so far during the FIFA World Cup – the sporting event boasting the world’s largest audience – the only buzz we’re hearing is coming from vuvuzelas.

Image: BanTheVuvuzela.blogspot.com

With some digging, we found Coca-Cola’s “Youth Talent Development Initiative” in South Africa and FIFA’s “20 Centres for 2010” – an effort launched in 2007 which aims to promote public health, education and football in disadvantaged communities across Africa. But we were hard-pressed to find word of these efforts in major U.S. media. And what about on-the-ground or online cause messages? Those were few and far between as well – most created by NGOs.

No one has followed the topic closer than blogger John Kim on his site, World Cup CSR. For over a year he’s been tracking any and all corporate commitments to the greater good affiliated with the event. His conclusion? Nil. Kim tweets, “Fifa's Centre's 4 Hope R the closest things 2 sponsor related CSR initiatives I've seen while here: disappointed.”

Is this a sign of a trend? The global meeting in South Africa is not the first major sporting event with lackluster cause tie-ins. The 2010 Super Bowl, which despite the hoopla over Pepsi’s departure, lacked social messaging almost entirely during the actual game. This was a decline from the array of cause campaigns we observed in 2009. Prior to that, the 2008 Summer Olympics seemed to lack cause messages aimed at American viewers, as well.

Despite the immense resources put into these events, brands with an established cause or CR presence have not been using the world stage to communicate their commitments and to activate consumers. The World Cup will stand as yet another missed opportunity and overall a disappointment for cause marketers.

What do you think? Did you see something we didn’t? Post the World Cup cause messages you’ve seen by commenting below.
 

Every year, we watch the Super Bowl with great expectations for cause marketing, which has become more prominent in the sought-after advertising spots. Although Pepsi received much of the pre-Super Bowl advertising buzz for not buying spots and instead investing in its cause program, the Cone team felt disappointed there weren't more cause efforts during the big game.

Check out the video below to hear what they had to say:

Undoubtedly the biggest night in advertising, the Super Bowl attracts all the big players – from Anheuser-Busch InBev to GE – and for the past nine years, Pepsi has been one of the biggest. Until now. This week, the beverage giant announced it will not be advertising in the 2010 Super Bowl. Instead, Pepsi will be investing $20 million into its new cause marketing program.

What a difference a year makes. Last February, we gave kudos to several companies that spent top-dollar to communicate their social and environmental commitments during the Super Bowl. As the 2010 Super Bowl approaches, we are blown away by one company’s decision not to. Pepsi is forgoing millions of guaranteed consumer eyes and ears for higher-touch social media tactics that will be incorporated into its cause program in the coming year. This decision speaks volumes about both the changing role of media and the growth of cause marketing as a central part of brand strategy.

So, as we head into 2010 with hopes of an economic recovery in our sights, there is really no denying that cause has reached new heights. We stand at an exciting moment in time for cause – at the onset of a new year that will bring new opportunity. And with such bold moves from big brands, it appears we’re off to a good start.