Battle of Brazil: What can we expect from World Cup advertising?

Before a ball has been kicked in anger at the 2014 FIFA World Cup, the brands battle for the hearts and minds of global consumers is on in earnest. Jack Lamacraft looks at how brands will leverage global sports’ biggest show this year and what trends he expects to see play out over the next six weeks.

As opposed to the 32 teams vying for World Cup glory on the pitch, there are six ‘FIFA Partners’, eight ‘FIFA World Cup Sponsors’ and a clutch of Brazilian-based ‘National Partners’,brands who have paid much for the privilege of associating themselves with the 2014 World Cup.

Then of course, there is every other brand you can think of who want in on the party despite not paying the cover charge.

Most notable among the latter is Nike, who following the 2010 World Cup in South Africa had more people thinking they were an official sponsor than the actual official sponsor Adidas.