Playing for keeps

Walsh, Kate
May 2006
Brand Strategy;May2006, Issue 202, p24
Trade Publication
The article looks into the opportunity of sponsors for the World Cup 2006 to promote their brands in Berlin, Germany. The competition among brands is expected to be intense where companies will campaign to outdo and outspend each other in the said event. One purpose of companies in sponsoring the event is to broaden its market share, develop its image as the alternative brand of choice and to build reputation as a global brand. INSET: World Cup trivia.


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