South Africa, July 20 -- While Fifa's exclusive sponsorship rights rules are in place to protect sponsorship investment in the tournament of about $1.8bn, many brands that had not paid to be there created as much publicity as those that did.

To protect sponsor rights and ensure only official Fifa partners dominate television and media coverage, Fifa makes every World Cup venue a 'clean stadium', that is, all non-official sponsor logos are removed, and players and officials are unable to display any rival branding.

However, non-official brands showed up using clever - and creative - tactics to overcome this.

Turning censorship into exposure

Perhaps the cleverest World Cup campaign this year belonged to Levi's.

Levi's had paid over $22...