Vassilis Dalakas
In addition to these deals, FIFA has its own partners/sponsors, companies that spend millions of dollars for the partnership. Some well-known global brands like Coca Cola, Visa, and McDonald’s are aligned with FIFA and the World Cup along with lesser known ones like Hisense and Vivo.
Many other companies, including brands competing with official sponsors, also try to market themselves in a way that connects to the excitement of the event, a practice known as “ambush marketing.” Official use of FIFA trademarks is reserved only for sponsors; therefore, non-sponsors have to be creative in how they communicate a World Cup association without using any trademarks.
Some common ways through which non-sponsors ambush the World Cup include use of national flags/colors, soccer themes, and ads with soccer stars participating in the tournament.
