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At Issue } essential reading

World Cup Kicks Off Marketing Games on Epic Scale

Jeremy Mullman
Monday, May 17, 2010

Global marketers such as Coca-Cola, McDonald's and Nike are describing the 2010 FIFA World Cup as a larger event than even the 2008 Beijing Olympics. That scale -- combined with the intensity of interest in the sport, the national pride of fans and the fact that it's the first major global sporting event ever held on the African continent -- figures to sell a lot of sneakers and soft drinks.

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