Mens shaving brand, Gillette (not a sponsor), also launched its inner steel campaign on YouTube two weeks before the World Cup, featuring brand ambassador Lionel Messi, one of soccers biggest stars.The video, viewed more than 20 million times, introduces viewers to Gillettes new razors designed in the colours of footballing nations. Such innovations allow the brand to flirt with the themes and imagery of the World Cup without straying into Fifa territory. For sports brands, an event like the World Cup is unmissable. Adidas is the official sponsor but Nike sponsors 10 teams, including host Brazil. German sports company Puma also has nine team sponsorships. Puma has designed a striking pink-and-blue football shoe which will be worn by their brand endorsers, like Mario Balotelli, a star player for Italy, and Spains Cesc Fabregas,. They will wear different colours on each foot, ensuring that the TV cameras focus on the shoes. In marketing, as in soccer, its all about dribbling the ball.