t is not just the 32 teams and players who are preparing for the once-in-four-years spectacle called the FIFA World Cup which begin on June 6 in Germany. Marketers and media brands too are gearing themselves.

ESPN Star Sports is bang in the middle of the action - it will beam all 64 matches and over 170 hours of programming over 33 days. Meanwhile, big brands too are vying for attention. So what are marketers and media companies doing during the run-up?... more