Get Ready for Samba.

If Germany is any indication of the impact of the World Cup, expect millions to be spent on World Cup merchandise, see - World Cup boon for merchandise makers. One small German firm, Brandivision, had $40.6 million in revenue during the 2010 World Cup in South Africa. According to Sebastian Uhrich, professor at the German Sport University in Cologne, people buy this merchandise because 'From psychology we know that people feel the need to classify themselves into certain groups and show others which social categories they belong to'. The noise maker of choice for the 2014 World Cup will be the combinho, an instrument consisting of a rattle, drum, and whistle. The combinho produces Brazilian samba sounds. This is going to be fun. By the way, what is a Sport University? Is that like Notre Dame?