Football fever
On a typical Friday evening, when bars throughout the world are usually packed with party animals out for a good time, bartender Li Xiaowei idly smokes a cigarette outside of the pub he works at. Next to him, two bored barmaids play cards.
Corporate campaigns
With the FIFA World Cup just a few weeks away, multinationals in China and domestic companies are displaying strikingly different attitudes towards sports marketing campaigns connected to the world's most popular sport.
On the ball
The slogan for the FIFA World Cup 2006 in Germany, "A time to make friends", compellingly highlights the best that the international football tournament offers: the world's top players, exciting goals, passionate fans, lots of beer, and non-stop partying.
Fashionable fans
As football fever grips the world, a number of big name fashion brands are also tying their luxury products to the World Cup proceedings by introducing special lines for target consumers.
Home advantage
The FIFA World Cup 2006 is a huge event that will draw football fans from all over the world to see the sport's top players strut their stuff in Germany. But the tournament's huge international popularity means tickets, accommodation and flights have been booked solid for months.
Hot ticket
The rapidly approaching 2006 FIFA World Cup is not just an important event for millions of football fans throughout the world, but is also a special occasion for those who buy lottery tickets.
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