Just a fifth of advertisements that featured the 2010 Fifa World Cup resonated with consumers, according to a report by Ipsos ASI.

Tennent’s Lager tomorrow launches the latest advert since it took over the sponsorship of the Rangers and Celtic football teams – the so-called Old Firm.

Advertising at the most popular sporting event in the world, the FIFA World Cup, is big business. Millions of dollars are spent. While few companies have the opportunity and means to advertise at such an event, many are advertising online during the World Cup games.

Paul, who correctly predicted the outcome of eight matches in a row, is on course to be the world’s first millionaire octopus.

The mystic mollusc is retiring from the prediction business while he’s ahead, his owner Sea Life announced on Tuesday. But marketing experts say it could earn millions by selling his image for advertising products and services.

Spain emerged bruised, battered but victorious last night (11 July) after 120 minutes of combat against Holland in the World Cup final but which brands triumphed off the pitch? Marketing Week considers the tournament’s marketing winners.

The company has been inviting customers to take part in football-themed activities to win prizes at airports in South Africa and Europe.

Puma secretly unveiled an epic Cape Town Stadium Stunt in support of its global “Love = Football” campaign. It’s a wonder how they pulled off this stunt but it just goes to show that with a little creativity, every brand can steal a piece of the pie.

The 2010 FIFA World Cup marks the first time that social media is playing a prominent role in the event. Social media penetration and usage was nowhere near today’s levels during the last World Cup, four years ago, and many are finding it fascinating to watch the degree to which fans are engaging with social sites.

BT is unveiling a £30m aggressive marketing push to promote its recent deal with BSkyB to offer Sky Sports 1 and Sky Sports 2 on its BT Vision platform.

With many big teams now out of the running, viewership figures and advertising revenue could fall faster than the dashed hopes of fans in the U.S., England, France or Italy.