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among others, and there are still others which are not listed, says FIFA in the document.
How then can non-sponsors recognise the World Cup? A picture of a football helps, plus game-related imagery or language. Some brands have gone further with colours related to Brazil, or may have enlisted football celebrities.
The above bus ad from Singapore bank POSB, found in Jurong, is about a campaign to get account holders to upgrade to smart chip debit cards. It appeared recently and says: "Your soccer kaki (friend) has upgraded. Have you?" Retailer Japan Home is also in on the game with small posters offering a discount on snacks and telling fans "it's time to snack and cheer for your team!". A box in the illustration is plastered with flags in an allusion to the global nature of the game, while a football is depicted at one corner.
For potato chip company Pringles, it's Pringoooals, a pun on its own brand name. The company has special World Cup packaging for its chip canisters featuring a pentagon-shaped background for a chip next to a football. The canisters are displayed in football-themed shelves with suggestions on repurposing the canisters as binoculars or vuvuzelas.
Another pun, this time by BreadTalk, a bakery, is on the word Brazil. BreadTalk has changed this to Breadzil 2014 in its campaign and tied it with a contest where shoppers can win a trip to the country. The description below says "have a taste of our footballicious collection!". The company, known for introducing new flavours, has come up with several specially for the World Cup.
Brand's, known for its essence of chicken food supplement, has a campaign on in Dhoby Ghaut MRT station where the company invites fans to "Game On with Brand's: drink & win this football season". The 'O' for 'on' is in the shape of a football.
A poster for fast food chain Popeyes (right side of poster cropped) for its Cajun fish and fries also refers to the 'football season'. "Score at Popeyes this football season", the poster invites fans, "Stand to win fantastic prizes!". The text is in green on a yellow background - Brazil's colours - while the picture includes a fan wearing a temporary tattoo of the flag of Brazil on his cheek, with a football barely visible.
"Stand a chance to watch the finals in Brazil", invites a standee from lifestyle retailer Courts in a mall. The picture of a footballer with a football and the goal posts make the World Cup allusion unmistakeable. There is quite a lot of yellow and green in the image as well but it's not quite the Brazilian green or yellow.
Source: KFC website.
Fast food retailer KFC has enlisted football celebrity Ronaldo for its World Cup campaign. There is no reference to the World Cup, just Ronaldo's picture and signature, pictures of themed food, and the legend "Share the taste; share the passion. Cristiano Ronaldo."
Source: Subway website.
Subway has taken a similar tack. "Winners eat fit", runs the headline for collaterals, together with a picture of football legend Pele holding a football, and his signature. Yellow and green, the Brazilian national colours, dominate in the images.
For Lays, the potato chip people, it's collectible 'soccer fever' bowls, free with a purchase, which just happen to fit together to form what looks very much like this year's World Cup ball.
Milo, like Pringles, has a football themed display for its products at the supermarket. And like Lays, it has gone with a football-themed gift: a Milo soccer mug. The football player depicted has some resemblance to Ronaldo, but is not quite him, so no problems there. Several clothes retailers have gone with the concept that a picture speaks a thousand words. For Bossini, there are no words, just pictures of models dressed in green and yellow football gear, and footballs.
The display window for Puma has mannequins dressed in football fashion, and the headline 'Believe that 2014 will be unbelievable'. Stylised graphics with footballs line the bottom of the window. Inside the shop there is a reference to Brazil just behind the mannequin dressed in orange; Puma also happens to have a 'Brasil collection' on display.
*Celio, another retailer, prefers to go wordless. Its football shirts have been placed on mannequins at the entrance. Each shirt has a football themed emblem on the left breast. Nothing else really needs to be said.
The ultimate in minimalism might be Tag Heuer. The image is in black and white, and shows a watch on one side and a man on the other wearing a plain long-sleeved jersey, as a background to a panel showcasing other items in the centre. The man appears to be a football celebrity, however. Ronaldo joined the brand as an ambassador in April. Read about Emirates' World Cup campaign here and of Castrol's World Cup campaign here.
Subway has taken a similar tack. "Winners eat fit", runs the headline for collaterals, together with a picture of football legend Pele holding a football, and his signature. Yellow and green, the Brazilian national colours, dominate in the images.
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