Recently, many of the hardest-working athletes in the world came together to participate in the 2018 Winter Olympics. Though most people know the countries that commonly attend, such as Canada, the United States, France, Germany, Sweden, and Norway, there were a total of 92 nations (plus the Olympic Athletes from Russia) that competed in the games. With so many teams from all over the world living and competing together, as well as the millions of people attending the event and watching from home, translation was mandatory to keep communications flowing.
Sports: A Universal Language
Like music, sports are a universal language that people understand no matter what their native tongue. Sporting events bring people together; they cheer on their team to offer encouragement, celebrate with them when they win—and cry with them when they don’t. When the emotion of the game takes over, words become secondary. Those who come together for sporting events experience the joy and the sorrow that come from both sides of the outcome. So why is translation so important at these events? Simply put, there’s more that goes on behind the scenes than what you see on the field.
Translation Helps Those Attending the Event
Globalization of sports and sporting events has increased the need for translation services at events everywhere. When the FIFA World Cup was held in Brazil in 2014, the “32 countries that attended spoke 15 languages between them.” With so many countries represented in an event, not only are there international players, but also plenty of international spectators coming from many different countries to watch teams compete.
Translation services assist those who attend the event
According to Henchman, “Spectators need to be able to understand the practical details of the venue (where to find exits, toilets, food and so forth) as well as associated information such as the event schedule.”
Translation Helps with Advertising and Marketing
Translation services go beyond the live experience and directly to the people at home watching the event on television. Not only is translation necessary for closed captioning, it’s imperative for marketing. If you’ve ever watched a Super Bowl, you know how important the commercials are. Each year, companies spend millions of dollars to advertise during the Super Bowl and other televised sporting events. As Henchman points out, “Marketing translation is essential in promoting major, international sporting competitions.” As sponsors need to get their message out on televised broadcasts in multiple languages, “Professional marketing translation advice is thus an essential tool.”
We Know Marketing
At ITC Global Translations, we understand the importance of translation across any industry. Our marketing translation services can help expand your business and increase international growth with the right advertising tools. Globalization has made what we do more important than ever and, with translators all over the world, we have our finger on the pulse of where important translation services are needed. We work in about 75 language pairs to ensure that your business has what it needs to communicate effectively. Remember, the 2018 FIFA World Cup in Russia is only a few months away. Contact us today.