By John McCarthy

Fifa boasts an almost full stable of sponsors ahead of World Cup 2018 despite these official partnerships costing as much as £100m annually. Ken Robertson, ambush marketing expert and former head of mischief at bookmaker Paddy Power believes that any CMO considering this investment “should be shot”.

Russia will be ripe for ambush marketing, be it on the ground, or on social media from brands who have deemed not to invest in troubled football body Fifa’s tournament. But they will have a tough time finding loopholes and vulnerabilities in Fifa’s thick rule book which among other things protects its IP Read full story ›

Source: The Drum