The draw for the group line ups at next summer’s Fifa World Cup takes place this Friday in Rio de Janeiro. Ireland will not be present but that does not mean there will be less than massive interest among sports fans here in the first stage of what will be next year’s major sporting event.
It will also be a watershed for the ways in which brands look to market products and services through sport.
Nike have got the ball rolling with the release of their ‘Dare to be Brasilian’ 90 second TV commercial. Rivals Adidas are the official sponsor around the tournament but Nike has a long association with manufacturing the Brazilian kit and this will not be that last time they look to grab the spotlight over the next seven months.
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