FIFA has banned all Beats By Dre headphones during the duration of the 2014 World Cup in Brazil due to licensing reasons, reports The Sydney Morning Herald.
The "high end" headphones - which have become more of a fashion accessory rather than a quality sound product - are a favourite for many of the world's top players, particularly given the custom models available in each country's team colours. But FIFA has banned players from using or wearing the headphones when they are in World Cup stadiums for official matches and media events, due to a licensing agreement with rival company Sony.
The electronics company, founded Dr Dre and music mogul Jimmy Iovine and recently sold to Apple for $3 billion, is well known for its guerilla marketing campaigns. Just days before the World Cup kicked off the company released a five-minute film 'The Game Before The Game' starring high-profile football players which amassed a massive 13+ million views.
Marketing experts say that the appearance of Beats By Dre at the World Cup only increases the products' appeal.
"When fans see World Cup athletes wearing Beats in their downtime, by choice, it has as much impact as seeing them lace their Adidas (boots) or sip a sponsored beverage," said strategist Ellen Petry Leanse, a former Apple and Google executive. "Maybe more, actually - Beats isn't a sponsor, so the message is more authentic and credible."
Sony has issued all players participating in the World Cup with a free set of its own headphones they can take to the games. The move has, erm, clearly worked [face-palm].
[Via SMH]