Fifa Cup News Today : Breaking News, Live Updates & Top Stories | Vimarsana

The Summer season of sports is on the way. There's something for everyone, from tennis to football to golf. So sit back and enjoy the games!

>> reporter: that space also goes totally against a new trend of niche marketing, and there's going to be wasting there. not everyone will be drinking coke, whatever it might be. >> reporter: though for the brands, it's not about selling a specific product. it's about your brand basking in the glow of the super bowl, or the olympics, or the fifa world cup. brazil was a no-brainer for these big companies, but the next world kun is in russia in 2018, and then qatar in 2022, both hugely controversial destinations. will companies fall over themselves to be associated with the world cup after next ...

Cup. hi, jim. >> reporter: christine, national soccer teams the world over spent two years fighting for a place in the world cup finals next year in brazil. and big brands, many of them american, compete with each other to spend millions of dollars to be associated with it. as teams from countries the world over were fighting for one of the coveted 32 spots, big global brands were battling it out to be associated with the fifa world cup, estimated by some at a cost of $100 million each to be an official sponsor. >> when you're talking to companies which are looking to have a global exposure, w...

Pinnacle. >> reporter: for coke, the world cup is key. >> in 2010, the campaign was the biggest ever marketing plan for brand coke ever, and the ambition is to go higher. >> reporter: coke estimates some $2 billion people were actively, quote, engaged with the 2010 world cup in south africa. not just watching a match or two. their goal, says coke, attracting teenagers. brand experts say global corporations are often associated with other big sporting events, as well. >> if you sponsor things like the world cup, the champions league, you have the add in the super bowl, effectively, you're sayin...