Fifteen companies combined to pay several hundred million euro to be named official partners of the FIFA World Cup and receive exclusive global marketing opportunities within the designated product categories. Stadium advertising, including ads in rented VIP boxes and business lounges, is prohibited. AOL Arena in Hamburg and Allianz Arena in Munich will even get ad-free names for the tournament's duration.
Anheuser-Busch was named one of FIFA World Cup's official partners and therefore received exclusive rights to market beer. But German football fans caused an uproar after learning that Bitburger beer, a longtime official partner of the German Football Association, was told to step aside. Many Germans declared that a FIFA World Cup held in Germany without beer from their homeland was unbearable