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ANALYSIS: World Cup marketing reaches fever pitch

Should B2B brands be sponsoring the World Cup? We reveal the advantages and disadvantages of sports sponsorship

The 2010 World Cup is now with us and it seems like there's no escape from the hype of media activity that characterises this popular sports event. Indeed, "the World Cup has the ability to unite a nation and everyone will want to join the cause," affirms Philip Penlington, director of fixed fee promotions company Fotorama. In particular, consumer brands have not failed to jump on the footie bandwagon, encouraging the general public to buy into products or services in order to achieve a better game experience. Whether it's a sexier TV, a more thirst-quenching tipple or a snazzier supporter's strip - it seems everyone's in the game of making a quick buck on the back of the World Cup.