As an unofficial World Cup participant, Samsung has avoided the estimated $25 million in annual fees paid by the likes of actual sponsors including: Budweiser, McDonalds and BP. In previous World Cup tournaments, choosing not to pay to play left brands out of consumers’ awareness during the global football frenzy. A branded ball, a stadium banner and, of course, a half-time commercial granted brands worldwide visibility that can rarely be achieved from other events. Now, however, with the advent of social media, the value that once lied inherently in a branded stadium fixture may now have transpired to a branded […]
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