PR power of the World Cup

Love it or hate it - the World Cup will be taking over the world's media and water cooler discussion for the next month. It will be pretty hard to escape all the excitement of the event, whether it is flags flying from car rooftops, beer deals in your local supermarket or World Cup sweepstakes in the office. Apparently, even David Cameron is getting involved, by hoisting an England flag over No 10 during the World Cup.

Years ago the build-up to this event just used to be focused on the football and the team, but now it's become such a multi-billion pound event that companies cannot resist jumping on the World Cup bandwagon. For instance, fans are being offered free bus travel on England match days in Ipswich, Sky Bet is offering new customers a free £5 bet on the event and Toshiba is promising to give customers their money back for a laptop, should England win the trophy.

Whilst I sit back and cheer our team on over the next few weeks, I'll be interested to see how much media exposure the event receives, hopefully for all the right reasons, and how it reaches fever pitch as England progress through the tournament.

Angela