Anyone with even a passing interest in sport is aware of the brand bonanza that is the Fifa World Cup. Visa, Hyundai, McDonald’s, Sony, Emirates and Budweiser are just some of the brands jumping out at us during ad breaks and decorating the sidelines.
This multi-sponsor sponsorship model, as it is known, has its origins as far back as the Athens Olympics of 1896, when local companies were sold ad space in souvenir...
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