The tournament has had a theme song since 1962 when “El Rock del Mundial” by Los Ramblers kicked off the 1962 World Cup in Chile. “Music is the other big platform that transcends cultures and languages, so it’s an emotional way to connect with as broad an audience as the World Cup audience is.”The link between music and the World Cup is nothing new.

That’s compared with the 111.5 million people who tuned into the Super Bowl this year.”Sports is a great unifier and very few sports are as global as the World Cup,” said Allen Adamson, managing director of branding firm Landor Associates. In the last World Cup four years ago, 3.2 billion people tuned in, including 909.6 million for the final match, according to FIFA. and many others preparing for game time by listening to “Jungle” by Jamie N Commons & The X Ambassadors.The move is an effort by companies to try to capture the attention of one of the largest global audiences for any event. And Beats by Dre launched a splashy new 5-minute video “The Game Before the Game” that shows soccer stars like Neymar Jr. As a result, brands both official sponsors and those that just want to capitalize on the event increasingly are using music to get the world’s attention:Danone’s Activia yogurt teamed up with Shakira to update her wildly popular 2010 World Cup Song “Waka Waka,” about Africa, with a Brazil-centric video for “La La La.” Coca-Cola made a song in English, “The World is Ours,” and then created 32 local versions, each sung by a local artist in the native language. Additionally, soccer is a global event, so it’s hard to make TV ads that translate across cultures. But the World Cup poses problems for companies that are used to making a splash at big sporting events like the Super Bowl with a pricey 30-second spot.First off, soccer doesn’t have very many commercial breaks, with two 45-minutes halves played mostly straight through.

NEW YORK (AP) Companies that are advertising for the World Cup are hoping music will strike a chord with fans globally.Because the FIFA World Cup, the international soccer tournament that begins on Thursday, is the most popular sports event on the planet, advertisers want to take advantage of the large viewing audience.

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