Tuesday July 7, 2020

Waiting for World Cup ambush

Brands will try to benefit from the World Cup, even if they are not official sponsors, writes Catherine O’Mahony

29th May, 2010

With the 2010 World Cup finals just 12 days away, final preparations and adjustments are being made, and not only for the managers and coaches of the 32 teams involved.

With over €800million to be spent on official sponsorship rights for the event itself - and an expected cumulative audience of 26 billion - the action off the pitch in marketing departments is just as fierce and sophisticated.

A major talking point in brand marketing at the last...

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