While players battle each other out on the pitch in Brazil this summer, another war will be brewing in the boardrooms of the world's major corporations.
On Episode 2 of Team 33 we discussed the commercial battle between FIFA's Official partners and those who want to muscle in on that territory.
That conflict includes the fascinating tête à tête between sportswear giants Adidas and Nike which is played out in memorable adverts.
Listen to the Team 33 podcast to find out how much the World Cup is worth to the globe's and even how Coco Cola integrated its jingle into K'Naan's Wavin' Flag song from 2010:
You can also subscribe to our Team 33 World Cup podcasts via iTunes.
Here's a couple of the adverts we talk about on the podcast: