Football World Cups attract more than 30 billion TV viewers worldwide, which makes them the most popular sporting event in the world. The FIFA World Cup 2014 in Brazil involved 20 official sponsors that were divided into three categories: 6 FIFA partners, 8 FIFA World Cup sponsors and 6 national promoters. The six FIFA partners enter into the closest relationship with FIFA, and hence are allowed to advertise within a longer time frame throughout all FIFA competitions. FIFA football World Cup sponsors’ rights, on the other hand, are restricted to this event only. Finally, national promoters of the World Cup are local companies having the right to advertise in the event’s host country. Altogether, these companies pay more than US$1 billion for all marketing and media rights.