Page 2 of 2 Previous

Continued: In stealth ads, companies tie brands to World Cup without being sponsors

  • Article by: ANNE M. PETERSON , Associated Press
  • Last update: July 4, 2014 - 2:40 AM

FIFA declined requests for comment from the Associated Press about non-sponsor advertising until after the World Cup.

Given the increasingly blurred lines, FIFA can try to regulate it as much as possible. But in the end, there are other ways to make sponsorships valuable, Dorfman said.

"There are a lot of things that you probably don't see up front that can be included in a sponsorship deal, things like tickets to the event, opportunities for franchises or top customers to be involved, more business to business-type things," Dorfman said. "And those things always end up being very attractive to sponsors and help give them more reason to pay that big expense up front."

  • get related content delivered to your inbox

  • manage my email subscriptions

ADVERTISEMENT

Connect with twitterConnect with facebookConnect with Google+Connect with PinterestConnect with PinterestConnect with RssfeedConnect with email newsletters

ADVERTISEMENT

ADVERTISEMENT

ADVERTISEMENT

ADVERTISEMENT

ADVERTISEMENT

ADVERTISEMENT

 
Close