(Source: The DRUM) World Cup sponsors upstaged by ambush brands Many brands don't want to put in the dime to sponsor the Fifa World Cup but they still want the sales uplift that the association with the spectacle may bring. Fifa claims it will attract 3.2bn viewers during the competition, but a £100m-a-year partnership fee is too expensive for many brands to go down the official sponsor route. Instead, some will sponsor a nation, take on a media partner or adopt a stealthier