The commercial opportunity to score at the World Cup
Tamsin WinstanleyMediaLab
Picture the scene: Rooney slides the ball past the Brazilian goalkeeper in the last minute of injury time and the crowd goes berserk. Beckham wipes the sweat from his hands and the lifts the World Cup aloft in sea of red and white ticker tape for the first time in 40 years.
In a year of such feverish anticipation, advertisers and media owners are hoping to cash in on one of the biggest sporting events ever, long before any crowds flock to Trafalgar Square to celebrate this awe-inspiring...