Advertising
Trevor Cairns
May 14, 2014

Outsider brands will trump sponsor engagement at this summer's World Cup

If the brand’s positioning aligns seamlessly with the values of a major sporting event, it is at a considerable advantage, says the author

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+91 22 69489600

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

AI’s double-click: More speed, less soul?

1 AI’s double-click: More speed, less soul?

Haleon splits global creative account with WPP and Publicis Groupe

2 Haleon splits global creative account with WPP and Publicis Groupe

Strategy at a crossroads: WARC report reveals the discipline’s identity crisis

3 Strategy at a crossroads: WARC report reveals the discipline’s identity crisis

Marketers shift focus from sparkle to substance at SMARTIES 2025

4 Marketers shift focus from sparkle to substance at SMARTIES 2025

Airtel Payments Bank’s ‘Safe Second Account’ urges digital caution

5 Airtel Payments Bank’s ‘Safe Second Account’ urges digital caution

Grey’s global CEO Laura Maness departs

6 Grey’s global CEO Laura Maness departs

Edelman makes global leadership changes

7 Edelman makes global leadership changes

Indegene buys BioPharm for $106 million to boost AI-driven pharma marketing

8 Indegene buys BioPharm for $106 million to boost AI-driven pharma marketing

Arthur Sadoun on why Publicis is ‘winning’ and how ‘struggling’ rivals have dragged down agency valuations

9 Arthur Sadoun on why Publicis is ‘winning’ and how ‘struggling’ rivals have dragged down agency valuations

Marketing through the looking glass: The wearable AI shift

10 Marketing through the looking glass: The wearable AI shift

Related Articles

JioCinema to live stream the FIFA World Cup
Media
Oct 06, 2022
Campaign India Team

JioCinema to live stream the FIFA World Cup

Adidas reunites its global football family ahead of the FIFA World Cup
The Work
Nov 14, 2022
Campaign India Team

Adidas reunites its global football family ahead of ...

MMGB: FIFA World Cup advertising campaigns
Advertising
Jun 11, 2018
Campaign India Team

MMGB: FIFA World Cup advertising campaigns

FIFA World Cup 2014: Winner revealed
Advertising
Jul 11, 2014
Campaign India Team

FIFA World Cup 2014: Winner revealed

Just Published

Xiaomi turns mispronunciation into marketing mayhem this Diwali
Advertising
20 hours ago
Campaign India Team

Xiaomi turns mispronunciation into marketing mayhem ...

The brand’s festive film revives MTV Roadies-style drama, complete with sibling squabbles, nostalgia, and a clever twist on how you say ‘Xiaomi’.

Havas ‘could be interested’ to buy or partner with some of Dentsu’s international assets
Advertising
22 hours ago
Gideon Spanier

Havas ‘could be interested’ to buy or partner with ...

Japanese agency group is 'too big' to buy outright, Havas said.

Ronald McDonald House launches emotional campaign; aims to serve 1.2M families by 2030
Advertising
22 hours ago
Shannon Miller

Ronald McDonald House launches emotional campaign; ...

Family Stays highlights comprehensive care as the organization aims to double the number of families served by 2030.

Trust is the new creative brief
Opinion
22 hours ago
Manu Sankar Das

Trust is the new creative brief

Clicks, conversions, and attention are no longer a given for any brand. They must be earned. And the price of entry is credibility.