A recent trip through
And the host nation's flag carrier Lufthansa has joined the frenzy by painting a football motif on the nosecones of 40 of its aircraft (pictured).
But if you were thinking that Lufthansa must be one of the 15 official sponsors of the World Cup, you'd be wrong. Emirates is in fact the official airline of the FIFA tournament. But that's not stopping Lufthansa associating with the World Cup and reaping the rewards of that relationship without having to pay any of the costs.
Lufthansa says the idea "was simple but at the same time an ingenious way to express the company's links to football".
Lufthansa calls its idea ingenious, though some might call it shrewd. And not only is the carrier painting the noses of its aircraft, it has also launched GloBall Airpass to get you between matches, and "football chefs" for the onboard catering. These chefs include Italian star chef Pugliese, who will look after the German national team during the cup.
And this is not a new phenomenon. The
And there are plenty of examples of airlines sponsoring football. Emirates is sponsor of the new Arsenal stadium in