Why World Cup advertising is just as important as the beautiful game

With the World Cup only eight days away, the global popularity of 22 humans running after a ball has never been higher. The big sponsors are rolling out their megaphones to create the four yearly cacophony of noise. But against this backdrop brands who have not spent a vast sum of money on official association with FIFA and its premier global event might just be infiltrating the party.
CMOs of  Visa, Coca-Cola, Adidas, Gazprom and new entrants like China’s Wanda - brand