Advertising agencies use World Cup to show they're at the top of their game:
"The competitors squaring off against each other in this battle for the hearts and minds of viewers are the likes of Coca-Cola, Pepsi, Nike, Adidas, Carlsberg and Budweiser. There is the added dimension of pitting the 15 official Fifa World Cup sponsors, which cough up a hefty $30m to $50m for the right to use official logos and branding, against their rivals, which look to create clever 'unofficial' campaigns and steal the limelight."
And Trevor Beattie adds:
"I think football ads have descended into globetrotting showboating. It has been brought about people like Nike and Pepsi - and has tragically been followed by Adidas. The fact that you can't tell the difference between brands means it is a waste of money. You can't tell a Nike from an Adidas from a beer from a pizza."
[Source: The Observer]