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’...