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Guerrilla marketing will be alive and well at the World Cup, see - 5 World Cup Sponsors Outplayed By Rivals. Five companies Adidas, Coca-Cola, Sony, Visa, Hyundai/Kia, and Emirates paid approximately $100 million each to be a World Cup partner. Other companies are paying $20 million apiece to be a second-tier partner. The article's author, Jason Nette, cites the following examples of official sponsors being upstaged: Adidas by Nike, Coca-Cola by Pepsi/Gatorade, Sony by Samsung, Budweiser by Modelo Especial, and Visa by Banco de Chile. There is more than one way to spend $100 million. |
