The Jabulani controversy could be seen as a commercial highlight, and I think Adidas, despite winning the cup with Spain, managed the situation poorly and this might hurt them on the near future, because I am sure this lack of quick and rapid response might give Nike some new ideas on their ambush marketing strategies.
On the other hand, Inbev's strategy to use local beer brands on their respective national team games was pretty smart use of the LED board technology available at the World Cup, and I think this will be a trend for all sponsors in the years to come. After all we have to maximize our portfolio on available situations.
