Companies are crowing about the sales boost they got from sponsoring the World Cup.
AB InBev said U.K. sales of its Budweiser beer brand rose almost 19% in the last quarter, and attributed the rise to its sponsorship of the World Cup. It said China sales of Budweiser and its local Harbin brand also got a boost from the series.
Separately, Coca-cola attributed a rise in Latin American sales to sponsoring the World Cup. The companies are likely paying Fifa, the World Cup's organizing body, around $25 million for exclusive sponsorship rights, the Financial Times reported in its roundup of World Cup-related sales boosts.
Earlier this month, athletic-goods company Adidas reported record first-half results, bolstered by its World Cup sponsorship.
But it wasn't all big dollar signs. Hamburger chain McDonald's, another sponsor, said its sales rose in some places during June, when the bulk of the matches took place. But in mainland Europe, traffic dropped off during games as people stayed home to watch.
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