Advertising at the World Cup has traditionally been dominated by sponsors from rich countries. But that is changing.
Solar-panel manufacturer Yingli Green Energy Holding Co. this year became the first Chinese business to sponsor the World Cup, an event that attracts more than 500 million TV viewers. Brazil’s Seara, a unit of Marfrig Alimentos SA, the world’s fourth biggest meatpacker, and Indian software company Mahindra Satyam also became the first companies from their respective countries to ally their brands with the tournament.
"To invest in the World Cup in a major way is certainly a major indicator that they are seeking aggressively to become a global player," said Alan Gould, CEO of market analysis at TV-audience-ratings company Nielsen Holdings BV.