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The World Cup is just around the corner. If you think soccer is past its prime and takes a back seat to some other sport. Think again. Futbol and the excitement that follows when your team scores a goal is hard to match. The upcoming World Cup in South Africa is a unique sports event.
One in every two people in the world is expected to watch the cup on television. Nike, McDonald's, and Coca-Cola—American brands all—see it as a much bigger deal than the Beijing Olympics, two years ago. Major sponsors are paying as much as $40-million for the privilege of associating with the event. Coke's biggest promotion ever includes a deal with YouTube whereby viewers from around the world will post their goal celebrations. Anheuser-Busch and Visa, too, are heavily involved: The Visa Match Planner is a cellphone application that provides scores, retail information, and opportunities to chat about the tournament.
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