Mongolian Yoghurt and the World Cup

The usual western sponsors in this years World Cup have largely been replaced by Asian brands. Why?

FIFA makes most of its money from selling the broadcast rights to the World Cup, and through corporate sponsorship. But this year fans won't be seeing as many of the usual brands they're used to on billboards and adverts. Instead, they'll be seeing a lot of...well, Mongolian yoghurt as Simon Chadwick Professor of Sports Enterprise at Salford University in Manchester tells Manuela Saragosa. She also hears from Toby Hoare, CEO of J Walter Thompson in Europe, a marketing communications company which advises large global clients on how to manage their brands. Plus Sean O'Connor, co-founder of Statsports tells her about the tech players will be wearing this year.

(Picture: A girl standing in front of an advertisement by a Chinese dairy company sponsoring the 2018 Football World Cup, at a subway station in Beijing; Credit: Wang Zhao/AFP/Getty Images)