Marketers reveal how to ambush the World Cup without paying the penalty

With the World Cup now well underway, it is clear that hundreds of brands are trying to cause a stir at the global event which organiser Fifa boasts will attract 3.2bn viewers. To do so, brands were presented with a few choices: spend £100m to get involved with Fifa, sponsor a nation, take on a media partner or adopt a stealthier approach and ambush the tournament. 
On the value of taking the straight-laced approach and paying to be an official Fifa sponsor, Chris Curti