You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Nike's Not a World Cup Sponsor, but It's Stealing the Show YouGov Survey Suggests Athlete Relationships and 'Write the Future' Campaign Providing Brand Lift By Jeremy Mullman, Published on June 22, 2010 17 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.