Football and advertising’s complex relationship

Football marketing has come a long way since Nike’s iconic 1998 World Cup ad featuring the Brazil team playing kickabout in an airport, not least because of social media which has shifted the focus to individual players.

Despite the fact that Nike, the American sportswear giant, does not sponsor the World Cup, it remains – for many – the brand associated with the competition. In 1998, ahead of the competition in France, the brand released its seminal ‘Airport’ ad featuring the Brazilian national team, all the greats included: Roberto Carlos, Rivaldo, and the original Ronaldo.

It’s difficult not to like that ad. For an entire generation of kids, the sound of Bossa Nova became synonymous with footy. What’s more, the ad, close to ridiculous in its depiction of the sport, made you just want to start kicking...

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