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The 2014 World Cup kicks off in Brazil a week today. While teams from across the world prepare to square up on the pitch, the battle for brand supremacy is already underway with Nike taking an early lead in its social video match-up with adidas.
The cost of securing additional protection for highly reputed brands in Brazil just got steeper, with a tenfold increase in official fees announced. The flipside is that the extent of protection will be a lot clearer going forward.
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