But soccer world governing body FIFA’s licensing agreement with
rival electronics maker Sony Corp means players have to take them
off when they are in World Cup stadiums for official matches and
Marketing experts say that probably only amplifies their appeal.
“When fans see World Cup athletes wearing Beats in their downtime,
by choice, it has as much impact as seeing them lace their Adidas
(boots) or sip a sponsored beverage,” said strategist Ellen Petry
Leanse, a former Apple and Google executive.
“Maybe more, actually — Beats isn’t a sponsor, so the message is
more authentic and credible.”