Today, the FIFA match between Canada and Qatar took place here in Vancouver. As expected, the city was buzzing with crowds and festivities, and Canada’s dominant 6-0 victory only added to the excitement. It was a powerful reminder of how major sporting events can boost local businesses and tourism, despite the controversies that often surround them.
One thing that stood out to me was how several businesses turned the match into a marketing opportunity. Supermarket chains, for example, ran promotions in their apps offering free food—like chicken—if Canada won or even tied. Restaurants did the same, promising free fries or burgers for a victory. It felt like a genuine way for businesses to participate in the community and celebrate a shared accomplishment.
This got me thinking: should more businesses consider this kind of promotion? At first glance, it seems expensive—thousands of dollars in free food given away in a single day. But traditional advertising campaigns often cost just as much, or more. Companies spend heavily on creative teams, production, and media buys just to get their message out.
With these promotions, you’re doing it all in one: you’re creating a memorable experience, generating word-of-mouth advertising, and building customer loyalty. Unlike a TV commercial that might feel like just another sales pitch, free food creates genuine goodwill.
People don’t just remember it—they talk about it, share it, and feel connected to your brand. Treating giveaways as a marketing expense rather than a cost could be a smart move, especially when tied to local events. It shows you’re part of the community, in tune with current moments, and willing to celebrate alongside your customers. That kind of positive buzz can last long after the final whistle.