Mark Doidge cites Sony and Coke as companies using city centre live sites to play the global, local game around the World Cup.
In a variety of locations across Brazil, officially licenced Fan Fests provide carnival spaces for all fans to watch matches. In this way, FIFA wants these Fan Fests to be “a global platform [that] unites the world”. Since 2006 Fan Fests have put on a variety of festival events, cultural shows and competitions. Corporate sponsors seek to capitalise on these festivals as they present themselves to a global audience. At the same time, however, they are also trying to align with national sentiments.
The growing commercialisation of sport has also seen an increase in “Corporate Nationalism”. Global corporations are using national images to sell their brands. Sony has attempted to capitalise on this notion by launching One Stadium. The idea is that football fans can be united despite their national differences. Yet in a clear case of Corporate Nationalism, they still used the samba image of Brazil to promote their brand. Coca Cola are also using the global language of football to promote themselves, but on a national level.