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With 32 different countries represented, and almost the whole world watching, the World Cup is a hot spot for advertisers across the globe. While FIFA is exclusive with who is officially sponsoring the tournament, other companies are still trying to get a piece of the action. The six main sponsors of the World Cup are Adidas, Coca-Cola, Emirates Airlines, Hyundai Cars, Sony, and Visa. There are also several other sponsors that are not as prominently featured at the tournament. 

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The World Cup, currently taking place in South Africa, is well underway. Tomorrow in this blog series, we'll discuss the prevalence of large sponsorship deals that many businesses have with FIFA, the international governing body of football. FIFA takes its role of protecting World Cup sponsors very seriously, and the warnings it has issued towards many businesses are ones that should be heeded.

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With the excitement of the World Cup evident in South Africa, there is also great pride and unity among locals.  The energy of the World Cup has spread all over the country, and has even hit the poorest areas.  This energy has provided harmony among citizens and although many areas in South Africa are still suffering, right now everything is about football.  Problems such as poverty stricken homes and jobless citizens still exist, but they are being put on hold for a very important event for South Africa.  During the game between Mexico and South Africa, over 3,000 locals gathered in a park to enthusiastically watch the game. The World Cup has greatly improved the moral of South African citizens. 

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As the 2010 World Cup kicks off, there are a lot of interesting stories not only on the pitch, but on the business side of things as well. They include fake goods and counterfeit products, local food vendors being pushed out, extra investments, 'green' jerseys and huge sponsorship deals. This week we will be writing about the impact that the World Cup has on South Africa, sponsorships, copyrights and the economics of running an event such as a World Cup. We hope that you'll join us this week!