Advertisers Begin Preparing For Upcoming FIFA World Cup

Advertisers are beginning to gear up for this summer’s FIFA World Cup, making decisions on where to advertise and whether to tweak ads for different cultures. MasterCard will run a spot with no dialogue; Gillette will customize the colors in its ads to match each country’s national team; and A-B, which is only planning ads for five regions, said that it “will spend more on World Cup advertising and marketing than it did at the Olympics or Super Bowl.” Prior to the World Cup comes this weekend’s MLS season opener, and the league is set to launch a new ad campaign.

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