told to remove their trousers<\/a> before entering a World Cup stadium.<\/p>\nIt was not because of anything offensive – simply because they bore the logo of Bavaria, not Budweiser – the official World Cup sponsor.<\/p>\n
Word quickly spread that a fan watched the match in his underwear, and the story went worldwide. Bavaria did not pay Fifa a single penny for that publicity.<\/p>\n
By 2010, South African airline Kulula had been forced to withdraw a campaign referring to itself as the unofficial carrier of the ‘you-know-what’. The withdrawal generated more publicity than the advert itself.<\/p>\n
In 2014, Sony was an official Fifa sponsor and Beats by Dre were banned from every World Cup stadium and media event. Sony sent every athlete a free pair of headphones but star players wore Beats on the team bus, in training, through the tunnel… everywhere Fifa could not control.<\/p>\n
Beats bolstered awareness by releasing a five-minute advert and while Sony paid for exclusivity, Beats had everyone listening.<\/p>\n
Enforcement – not the sponsors Fifa sought to protect, or the brands it aimed to exclude – became the story.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"
Back in 2006, Netherlands fans were told to remove their trousers before entering a World Cup stadium. It was not…<\/p>\n","protected":false},"author":1,"featured_media":5513,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pagelayer_contact_templates":[],"_pagelayer_content":"","footnotes":""},"categories":[5],"tags":[],"class_list":["post-5512","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sport"],"_links":{"self":[{"href":"https:\/\/racingsport.xyz\/index.php?rest_route=\/wp\/v2\/posts\/5512","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/racingsport.xyz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/racingsport.xyz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/racingsport.xyz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/racingsport.xyz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5512"}],"version-history":[{"count":0,"href":"https:\/\/racingsport.xyz\/index.php?rest_route=\/wp\/v2\/posts\/5512\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/racingsport.xyz\/index.php?rest_route=\/wp\/v2\/media\/5513"}],"wp:attachment":[{"href":"https:\/\/racingsport.xyz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5512"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/racingsport.xyz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5512"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/racingsport.xyz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5512"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}