What is new during this World Cup 2010 is the perimeter advertising that is now not just static anymore, but dynamic.
The perimeter advertising is now completely electronically and therefore ads can be exchanged more often. That means more companies can advertise. Video perimeter advertising also has the advantage of being percieved. Perimeter advertising that is static and does not change is often ignored by the viewers of a game.
However, from the perspective of a viewer, perimeter advertising is annoying. The constant changes just distract viewers and instead of watching the came they are distracted. No matter if it's the old dynamic version of perimeter advertising or the new video perimeter advertising.
According to Wikipedia, you can attach about 240 m long of perimeter advertising around the soccer field. The perimeter advertising used at the World Cup 2010 is very bright and consists of thousands of LEDs.
There is a total of only 19 companies that use perimeter advertising at the World Cup. Few are known internationally anyways: the FIFA partners Adidas, Coca-Cola, Emirates, Visa, Sony, and Kia Motors. The international FIFA World Cup however, are not know all over the world yet: Budweiser (Anheuser-Busch), Castrol, Continental, McDonald's, MTN, Mahindra, Satyam, Seara and Yingly Solar. The national sponsors are BP, First National Bank, Neo Africa, Prasa and Telkom.
One of the sponsors of the 2010 World Cup, the company Continental, has perimeter advertising at most of the games during the World Cup - and therefore also advertises on television worldwide.
The Indian IT company Mahindra Sayam succeeds in gaining international recognition, due to perimeter advertising.
It is really questionable whether the company actually manages to quickly build a reputation.mPresumably, the recall for the companies or brands is relatively low and therefore not worth the financial outlay necessary. Moreover, it is questionable what people from the audience connect with the brand or company names.
The financial burden is certainly not negligible. According to Financial Times Germany, FIFA has had sales of $ 1.6 billion thanks to the sponsors.