Section 7 of 7
Who is allowed to say the name
FIFA sells the right to say four words, and sells it by product category. What that permission costs is not published; what it forbids shapes every campaign made by everybody who did not buy it — which includes the brand behind most of the films on this site.
-
Sponsor tiers decide who may say the tournament's name
FIFA's partner structure grants category exclusivity and the right to use the marks, which is why non-sponsors talk around the event instead of about it.
Blank boards. What a non-sponsor is permitted to put the tournament's name on. -
A slot price gets reported like a transfer fee
The cost of a Super Bowl thirty-second slot is published every year and treated as news, which makes the buy itself part of the campaign.
A gallery during a live broadcast. The slot price is reported every year and published by nobody. -
The shirt is the longest-running advert in the game
Front-of-shirt sponsorship runs for whole seasons in front of every camera, which makes it the most-seen and least-discussed form in football advertising.
The chest of a shirt is the one advertising surface in football that cannot be skipped.