How Adidas is using content marketing around the World Cup

Unless you’ve been living on another planet for the last few weeks, it would be hard to avoid knowing the 2014 World Cup kicks off tonight in Brazil.

As with many other large sporting events, the build-up to the tournament has been littered with stories about institutional corruption, levels of preparedness, and disquiet in the host country about about staging the event. Yet, if the Brazilian World Cup follows the traditional pattern, all this noise should fade away once the football begins and fans will get down to the serious business of shouting at their televisions as they watch men run about in the searing heat.

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