Brands such as Nike and SABMiller, which aren't official sponsors of the FIFA World Cup, are getting ad messages out despite restrictions placed on advertising near tournament venues. Still, official sponsor Adidas touts its association with the Cup. "We're looking at $1.8 billion in sales this year, a record year for us, and that's really driven by the World Cup," said Antonio Zea, director of soccer for Adidas in the U.S.

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