Levi's: Famous Even Under Cover

The World Cup is here again, arguably the biggest sports event that brings even non-football fans to watch matches and hope their countries will score a goal.

From a marketing standpoint, it is a great opportunity to advertise brands and capitalise on the success and massive reach of the event (millions of people throughout the world are expected to tune in from over 200 countries!).

Each brand you see in the stadium or on the footballers' jerseys is there as a result of an intellectual property agreement. Different companies sponsor different games, national teams, or even specific players, and these agreements typically specify which brands can be displayed, where, and for how long. In short, the brand recognition that is driven by sponsorship deals is the product of a lot of work done by IP lawyers (you're welcome!).