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With the U.S. seeking to host the World Cup in either 2018 or 2022, the battle to protect marketing rights and to gain rights to visual branding being seen by hundreds of millions of people worldwide will only intensify.
If you are going to invest in sponsorship rights, you need to make sure they are optimally activated. In order to do that, you need to measure your sponsorship ROI. There is clear evidence of upside potential.