ed Branding at the World Cup has been a much discussed topic of late. Its global audience is so great that any affiliation with the event is an enticing and much covetprospect. Past presidential involvement with the World Cup exemplifies the power of the association, cue a host of politicians lining up to exploit the event’s public appeal.
Take French President Nicolas Sarkozy, for example – he took it upon himself to exercise damage control following the French team’s disastrous campaign as he knew that the World Cup would be the perfect platform to show what a reliable and reasonable guy he really is. The French team’s 12 days in South Africa included a player being sent home, the team refusing to train and outbursts against the coach – lapped up by the media and the public alike.
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