How brands banned from the World Cup became the story
Summary
Fifa is covering up logos of brands that are not official World Cup sponsors inside stadiums and on players to protect paying sponsors. This effort to block non-paying brands has instead drawn more public attention to those brands, creating unexpected publicity for them.Key Facts
- Levi's, Heinz, and Beats are brands not officially sponsoring the World Cup.
- Fifa covers up logos of such brands at World Cup venues and on players.
- Official sponsors pay millions for exclusive advertising rights during the tournament.
- Fifa blocks non-sponsors to protect this exclusivity and sponsorship deals.
- Attempts to hide these brands often make people notice them more, a reaction called the Streisand Effect.
- This kind of marketing by non-sponsors is called ambush marketing.
- Ambush marketing has been a challenge for Fifa since 1994.
- Non-sponsors have used the attention to create clever marketing campaigns or product launches.
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