Sponsorship by companies like Budweiser, McDonalds, Coca-Cola, and the convenience-food giant Moy Park brings millions of dollars to the game. But, while promoting alcohol, sugary drinks, and processed food may mean massive profits for corporations, it also means more disease and a heavier burden on health-care systems.
LONDON – One billion people watched the opening match of the FIFA World Cup in São Paulo, Brazil, and hundreds of millions more will tune in at some point during the month-long tournament. For FIFA’s six major partners and the event’s eight official sponsors, this audience is nothing short of a gold mine. Indeed, they pay tens of millions of dollars in the hope that some of the magic of the “beautiful game” will rub off on their brands – and it very well may. For viewers, however, that is probably not a good thing.
LONDON – One billion people watched the opening match of the FIFA World Cup in São Paulo, Brazil, and hundreds of millions more will tune in at some point during the month-long tournament. For FIFA’s six major partners and the event’s eight official sponsors, this audience is nothing short of a gold mine. Indeed, they pay tens of millions of dollars in the hope that some of the magic of the “beautiful game” will rub off on their brands – and it very well may. For viewers, however, that is probably not a good thing.