Every four years, companies fall over each other trying to become the official sponsors of something or the other in the world cup. They want to be the official football, the official sports drink and official anything they can come up with.
the question is, do these companies ever make up for the funds expended during the world cup?
Research has shown that it may or may not. Depending on how the brand market’s itself and takes advantage of the advertising opportunity. Branding for the world cup is not as easy as marketing for cheap health insurance. You have to do a lot of research and spend funds where it is neccessary.
For example, sky uk were not the official broadcaster of the World Cup. However, 80% of the British public thought they were. Probably because they are associated with sports programs in the UK.
So first find out if your company needs to spend such money for the world cup then use the money in the appropriate way.