The World Cup Of `Ambush Marketing'

The official trophy is 18-karat gold and weighs 11 pounds. But to the 19 companies that have paid as much as $75 million apiece to be major sponsors of--and promote themselves during--the upcoming World Cup tournament, the real prize is exposure to billions of consumers. And the big spenders are jostling like burly fullbacks to protect their piece of the soccer turf.

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