FIFA, soccer's world-governing body, has denounced companies that use the World Cup in advertising campaigns without paying for the privilege. New multimillion-dollar global campaigns by Nike and Pepsi were singled out by the soccer body as they featured football players and were clearly timed to link with the World Cup.

FIFA's problem is that these companies are not official World Cup sponsors. Adidas and Coca-Cola are among a long list of companies that have paid millions of dollars to FIFA for the right to use the World Cup logo and be called official sponsors.

The Pepsi "Sumo" campaign broke in Ireland in late March, a month before it was due to be aired in other markets. It features players like Roberto Carlos, David Beckham and Rivaldo. Nike's "Secret Tournament" global campaign broke two weeks ago with Eric Cantona, Ronaldo, Thierry Henry, Ruud Van Nistelrooy, and Paul Scholes. FIFA calls these campaigns "ambush marketing".