Surekha Ragavan
Jul 10, 2018

How brands are cashing in on the World Cup

The biggest sporting event in the world is upon us and that means one thing – brands are scoring deals from all corners of the pitch.

Former Balon d'or winner Ruud Gullit and former Brazilian player Bebeto take a selfie with the Vivo X21.

There’s no one sporting event in the world as widely watched as the World Cup, with the 2014 tournament clocking 3.2 billion total viewers. No doubt, these numbers are extremely valuable to brands and marketers that jump on every opportunity to relay their messaging in creative ways.

“Sport is the ultimate social currency and the World Cup, unlike a lot of other football tournaments, is not just an event that targets football fans. It’s a...

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