Coca-Cola has been a sponsor of the FIFA World Cup since 1978 and this year took the official trophy on a global tour, letting fans interact with the tournament in a new way. The theme of interaction with the sport and tournament is one that many companies—official sponsors or not—are using to leverage the 2010 World Cup in their marketing plans.
“We've been there for a long time and are part of those emotions,” says Gorki De Los Santos, communications manager for ...