The world cup: biggest sporting event or biggest marketing opportunity?

The Champions League, NBA final, Superbowl, Olympics and the World Cup.
What do all of these events have in common besides being sports related?
They are watched by hundreds of millions, even billions of people. And where there's a lot of eyes, there are a lot of opportunities.
These opportunities allow for real-time marketing, which is an effective approach because it allows companies to reach a larger audience with minimal effort.
It is particularly powerful because it capitalises on the passion that consumers have for sports.
So is the World Cup one of the world’s biggest sporting events, or one of the biggest marketing opportunities? Or maybe both?

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