The FIFA World Cup is the biggest sporting event of the year and the largest sports marketing exercise since the last World Cup.

It is also a lot more besides, a cultural battleground at times, a clash of east and west, a case study in the power of money, and the most controversial sporting competition since the apartheid days in South Africa.

Our job is to bring the stories of what is happening off the field of play to the attention of our Sport for Business readers.

 

KEANE AND BECKHAM TAKE PADEL HONOURS

David Beckham’s image has taken a battering over his mega millions ambassador relationship with Qatar, but that didn’t stop Robbie Keane from teaming up with his former LA Galaxy pal to win an Adidas-sponsored Padel competition beating off Gabriel Batistuta and Rafael Van de Vaart to the honours.

Keane took to Instagram to share the news of their triumph.

He is currently in Qatar as an analyst with BeIn TV where he has been a regular on the couch over the last couple of seasons.  He is in good company with Peter Schmeichel, Ruud Gullit and Alessandro Del Piero also featuring on the station’s English language broadcasts.

 

USA IRAQ TENSIONS

The USA and Iran will likely be battling for a place in the Last 16 when they meet in Qatar on Tuesday but that could be the least of the tension surrounding the game.

Iranian fans protesting against the state’s treatment of Women have been met by other protesters decrying them and it is likely that any visible protest in the ground for the game will be removed.

The USA added to the temperature around the game by posting an image on social media of the Iran flag but without the element that represents Allah.

There are reports that the Iranian FA has lodged an official complaint demanding a ban from the competition for the US team.  How the players respond to the battles taking place off the field of play might determine the outcome of the game but the greater discussions will be taking place beyond the white lines of the Al Thumama Stadium.

 

BELGIAN DESPAIR

Morrocco’s victory over Belgium on Sunday afternoon led to police in Brussells having to deploy water cannons and fire tear gas in order to disperse crowds.

Similar scenes of violence and damage to cars and property were reported in Antwerp.

Belgium has a significant Moroccan population, estimated at around 500,000, and their celebration the victory of their side over Belgium, ranked the second-best side in the world on FIFA rankings, was understood to be a spark for the riots.

Morocco and Croatia top the group with four points the African side facing the eliminated Canada in the final group game and Belgium is likely to need a win over Croatia to progress.

 

ARGENTINE COMMENTATOR MARKING 17TH WORLD CUP

George Hamilton may be celebrating his 12th World Cup in Qatar but he is in the ha’penny place compared to Argentinian commentator Enrique Macaya Marquez who has called everyone since Pele made his debut back in 1958.

The 88-year-old was in the booth for the opening game of this year’s Finals between Qatar and Ecuador.

All the journalists who have covered eight or more tournaments, including Hamilton and Macaya were honoured by FIFA at an event last week.

 

TODAY’S SPONSOR IN THE SPOTLIGHT – MCDONALDS

McDonalds is running campaigns across 75 countries for this World Cup under the tagline ‘Wanna go to Mcdonald’s?’

“While we may all root for different teams this World Cup, we can all agree that every celebration is a little bit sweeter with McDonald’s World Famous Fries, and every missed goal or yellow card stings just a little less when you’re enjoying a Big Mac,” said McDonald’s Global Chief Marketing Officer Morgan Flatley when launching the campaign.

The brand has been heavily advertising within RTÉ’s coverage of the games, despite KFC being the broadcast sponsor alongside Hyundai.

The online ad also features an Irish voice asking the question that underpins the campaign, but with the unique twist of how the chain is referred to that has been part of their billboard campaign in each of the grounds as well.

KEEPING UP WITH THE ACTION

Virgin Media may not have the rights but they have developed a neat interactive search engine to give details of all the games and indeed all the major leagues for football around the world.

You can access the tool and keep bang up to date with what is happening here.