We saw some stand-out PR activities, from the Nike vs Adidas world cup adverts, to the vuvuzela and Paul the psychic octopus.
While England crashed out, research ahead of this year's Brand Licensing Europe event saw David Beckham top a global poll for commercial licensing value of World Cup legends, outplaying Pele, Bobby Moore, Cristiano Ronaldo and Wayne Rooney. The poll also indicates that current players will retain their commercial value.
Rachel Froggatt, director of sport, Braben
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