As tensions between Russia and the West mount, "expect brands to stick strictly to the football" during this summer's World Cup, according to Cameron Clarke of THE DRUM. That is the message from U.K. sports marketers preparing for the tournament in Russia. M&C Saatchi Sport & Entertainment Board Dir John Parker said, "With most of the brands we work with, if they're involved in a World Cup, an Olympics or something like that, you go big and go early because once the action starts, that's all anyone cares about. ... This time, [brands] are just going to focus more on the purity of the game and the stars rather than pulling out specific iconography. It would be a majorly risky move to try and align yourself with all that's good with Russia because there's so many counter arguments to that." Options are "more limited for guerrilla marketers too." Octagon UK Head Joel Seymour-Hyde said, "The iconography of Brazil lent itself so amazingly for the sponsors -- green, gold, beach -- but it was also really easy to ambush. You had loads of brands who'd just chuck a Rio beach on a packet of crisps by way of an ambush program. For Russia, even an ambush becomes a little bit trickier because how do you celebrate Russia in your ambush marketing?" (THE DRUM, 3/21).
