Beats headphones are popular with athletes in many countries; so it's no surprise that they're popping up on the shoulders and heads of many World Cup players. But soccer's global governing body FIFA's is telling players to take them off when they are in any of the World Cup stadiums and all media events.
The ban comes thanks to FIFA's sponsorship deal with Sony, who has headphone line of their own; and it may be good news for Beats. "When fans see World Cup athletes wearing Beats in their downtime, by choice, it has as much impact as seeing them lace their Adidas or sip a sponsored beverage," former Google and Apple exec Ellen Petry Leanse tells Reuters. "Maybe more, actually - Beats isn't a sponsor, so the message is more authentic and credible."
It the kind of guerilla marketing trick that Beats has used effectively before. During the 2012 Olympics, Beats sent hundreds of free headphones to athletes outflanking official sponsor Panasonic.