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Adidas vs. Nike: Battle of the Soccer Ads

Their vivid commercials may be remembered longer than the best plays of the Euro 2008. But will they sell more merchandise?

Star Players Boost Worth in Soccer Cup

European clubs spent $1 billion last year buying players from other teams. Will Euro 2008 kick off a new round of player megadeals?

Pro Sports Are Starting to Score in Russia

Thanks to a booming economy and enormous investments in Russian sports, teams are showing prowess on the field—and the fans are loving it

Soccer Cup's Online Parallel Universe

EA Sports launches a virtual version of UEFA Euro 2008 where European fans can lead their country's team to victory

Euro 2008 Kicks Economies Up a Notch

The economic impact of the three-week soccer championship is expected to exceed $2.15 billion for participating countries, including hosts Austria and Switzerland
Slide Show: A Pan-Alpine European Soccer Cup

Sponsors Bet Big on Euro Soccer Series

Advertisers including Coke and McDonalds are spending major-league dollars on multimedia campaigns at the UEFA Championship games

Soccer: Rising Stars and Salaries

Soccer's worldwide following has helped fill the coffers of European clubs, enabling them to pay top dollar for the best talents
Slide Show: A Talented Field for Euro 2008

Sports Sponsorship: A Risky Game

Companies love lending their names to winning teams. But what if a team loses, or worse, finds itself embroiled in scandal?

Making Soccer Sexy: The Beckhams Hit L.A.

David Beckham's $250 million dollar contract is meant to send a message to the American public: Soccer has finally hit the big time

World Cup to Get High-Tech Makeover

In its deal with FIFA, Indian IT outsourcing giant Satyam will use technology to change how fans watch soccer