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SBD Global/May 7, 2014/Marketing and Sponsorship

Brazil World Cup Sticker Collectors Angered By Sponsor Inclusion

For the first time, among packs containing images of World Cup stars such as Lionel Messi and Cristiano Ronaldo, "fans in certain areas also will find stickers bearing the logos of World Cup sponsors," according to Panja & Spinetto of BLOOMBERG. In Brazil, "where a collection frenzy takes place every World Cup year, irate fans have been told they can exchange unwanted sponsor stickers." Twenty-eight-year-old Bernardo Brasil said, "It’s absurd because you pay for stickers that are World Cup souvenirs, not to remember World Cup advertising. It’s a mistake." Modena, Italy-based Panini Group "has been selling a sticker album for every World Cup since the 1970 edition in Mexico." Panini said that "assigning cards to the World Cup’s global sponsors allowed the free distribution of more than 6 million albums worldwide." FIFA said its commercial partners have been offered an opportunity to "create a link with the Panini collectors and add to the excitement in a limited number of areas such as Brazil" (BLOOMBERG, 5/5).
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