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http://adage.com/article/digitalnext/ambush-marketing-nike-pepsi-hijacked-world-cup/144378/ The world's greatest sporting spectacle, the World Cup, begins today. Quick: do you know who the "official" sponsors are? You might think from the prevalence of its " Write the Future " campaign on the web and in pop culture, that Nike is an official World Cup sponsor. It's not.

How Nike and Pepsi Hijacked the World Cup - Advertising Age - Di