FIFA World Cup 2014: ambush marketing, avoiding a red card

By George Roberts

In June 2014, the FIFA World Cup kicks off in Brazil as 32 countries compete to be crowned the footballing champions of the world.

The World Cup attracts enormous levels of media attention and public engagement, which makes it a fantastic opportunity for businesses to cash in on the hype. In 2010, the in-home television coverage of the competition reached more than 3.2 billion people worldwide, or 46.4 per cent of the global population.

The World Cup provides an extraordinary platform for brand exposure. Whether or not a formal sponsor, many businesses have already started marketing campaigns that seek to piggy-back off the buzz and excitement of the World Cup. However, such campaigns should proceed with caution — if a company is not an official sponsor, there’s only so far you can push it to remain ‘on side’. Push too far and you may be seeing red…

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