In the run-up to the World Cup, Cream saw a spike in media campaigns linked to football. By successfully linking with the beautiful game that is football, a team or a megastar player, brands can tap into fans’ passion and fervour and reap the benefits.
Some brands forked out huge premiums for official sponsorships while others took a more subtle approach. Cream, the online intelligence service for marcomms innovation (www.creamglobal.com), has selected 10 of the best football-related campaigns including sponsorship, ambush marketing, player-endorsements and grass-roots activities:
Full story: World Cup’s 10 best campaigns