While the big World Cup sponsors are attempting to score big with a large audience in order to boost sales, PayPal is using the mega-event as a cause marketing effort in conjunction with Brazilian soccer star Neymar, bringing awareness to the necessity for clean water in Brazil. A fundraising drive, Competition for Good, is positioned as a contest among football fans around the world, who donate through PayPal on behalf of 32 national teams.
The effort is a partnership between PayPal and Neymar’s nonprofit, Neymar Jr. Project Institute. Proceeds go to Waves for Water, which provides communities with water filters and, in this case, will donate filters in the cities where the matches are taking place. From the semifinal matches on July 8 through the final on July 13, PayPal will also match donations 100 percent. The initiative is a nice way to tie together the sporting event of the year with a CSR campaign while also driving consumers to log into their PayPal accounts.
Photo Credit: PayPal