World Cup

How Brands Can Help the Summer Olympics—and Brazil—Thrive Again

As an agency leader in Brazil, I see that we're on the verge of a very exciting time for brand opportunities that make memories, connections and impact.

6 Ways Brands Can Draft Modern Sports Fans

On the eve of Super Bowl 50, the biggest global sports and media event of the year, I have good news and bad news. First the good news: Our recent global We Know Sports Fans study of 2,000-plus sports fans across the U.K., U.S., Japan, Spain and Brazil reveals 86 percent would welcome more sponsorship in sports experiences.

Why Adidas’s Samba Design Is Still Kicking It After 65 Years

Six years ago, a little-known U.K.

FIFA Suspends Embattled President Sepp Blatter and Several Top Officials

Less than a week after four major sponsors called for embattled FIFA president Sepp Blatter to resign immediately, the global soccer organization, which stages the World Cup competition, has suspended its leader for 90 days.

4 Strategies to Mitigate Risk in Global Sponsorship Deals

When contemplating investing millions of dollars a year in a global brand-building sponsorship, marketing leaders have to consider many things: the big picture issues like reach, scale, audience and relevance as well as the more tactical things like product tie-ins, licensing and logo placement.

Vilified World Cup Brands Should Wonder if FIFA Sponsorship Is Worth the Trouble

It was not a good day to be a World Cup sponsor. The anti-FIFA sentiment is growing so vocal and the corruption so deep that brands are starting to have doubts about their affiliations with the world's biggest sporting event.

New Stars, Teams and Sponsors Signal Soccer Has Staying Power in the U.S.

On Sunday, football stars Kaká and David Villa will face off in Orlando Citrus Bowl Stadium, kicking off the Major League Soccer season in front of a sold-out, 60,000-person crowd.

Here’s How Google Instantly Built Real-Time Ads to Promote Oscar-Winning Movies

Google hit the Oscars with a rare real-time marketing campaign, one that quickly began promoting links to buy and stream the winning films moments after stars accepted their awards.

Fox Sports Gets World Cup Fans Revved Up for Round 2

Remember the frenzy over the U.S. Men's National Soccer Team during the 2014 FIFA World Cup? The crowds in the streets? The viewing parties in apartments and bars? The social media explosion?

Here’s a Timeline of Brands Scoring Big in Social Media in 2014

It's been quite a year for brands in social media, highlighted by the World Cup instead of the Super Bowl for a change as Nike, Beats by Dre and McDonald's scored goals aplenty last summer.