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Volume 24 No. 214
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Video Replay At World Cup Could Present Branding Opportunity

FIFA Chief Commercial Officer Philippe Le Floc'h today said that "video replays will be used at the World Cup for the first time" at this year's event in Russia, and "talks are underway with potential sponsor branding." Global soccer's rule-making panel met today in London to "assess recent trials ahead of video assistant referees (VAR) being officially approved by FIFA later this season for use in Russia in June and July." Replays "could lead to delays in games," presenting an "opportunity for FIFA to brand up the segment on the global broadcast feed" (AP, 1/22).