FIFA bans Beats by Dre headphones at the 2014 World Cup

For fans, the FIFA World Cup is something of a festival; a celebration of the beautiful game in a competition packed with the finest talent on the planet. But for corporations, it’s also a significant advertising opportunity, and while Korean outfit Samsung tends to spend much more than any other tech company in showcasing its continual cycle of new releases, Sony has struck a deal to advertise its products during the FIFA World Cup 2014 in Brazil.

Banned from the pitch by FIFA for licensing reasons, the bulky Beats headphones are a favorite for many of the world's top players, making the World Cup a huge unofficial ad for the company acquired by Apple last month. According to a report over at Reuters, players cannot be seen using Beats by dre headphones as a direct competitor of Sony’s in this field. So in the build-up, during the interval and through the course of the aftermath of matches played, you’re unlikely to spot a player rocking Beats, even if this trend is, throughout the upper echelons of the game, very much in vogue.

The Cupertino’s recent acquisition of Beats Electronics may have made sense from a business point of view, but it’s no coincidence that many celebrities have been spotted wearing Dr. Dre and Jimmy Iovine’s iconic brand, and while football / soccer players can regularly be seen with a pair of Beats around their necks. World soccer stars are not immune to the trend — players like Neymar, Wayne Rooney, Cesc Fabregas，and Luis Suarez have all been spotted in the loud headphones (loud as in colorful — in terms of audio, you don’t want to turn them up too loud because that will make them sound worse).

Neymar wore them as he stepped off the bus at the Castelao stadium of Fortaleza for Brazil's last training season on the eve of their match with Mexico on Tuesday. Suarez had them wrapped around his neck as he joked with his Uruguay team mates during a break at a recent practice.But soccer world governing body FIFA's licensing agreement with rival electronics maker Sony means players have to take them off when they are in World Cup stadiums for official matches and media events.

"When fans see World Cup athletes wearing Beats in their downtime, by choice, it has as much impact as seeing them lace their Adidas 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."

Acquired by Apple for $3 billion, Beats Electronics is known for "guerrilla marketing" tactics to bypass licensing barriers. During the 2012 Olympics in London, for instance, the company sent thousands of free headphones to high profile athletes including the U.S. basketball team and the entire British delegation, outsmarting official sponsor Panasonic. Officials at Beats were not available for comment on their strategy at the Olympics and this World Cup.

Sony this month issued all players participating in the World Cup with a free set of its own headphones they can take to the games. But so far few players have been spotted with them wrapped around their necks.

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