Rock in Rio Connects Music Lovers and Advertisers

The 25 major sponsors included Heineken, Banco Itau -- which underwrote zip-lining and a giant Ferris wheel, respectively -- Coca-Cola and Volkswagen. Among the at-least 350 products licensed and heavily advertised: Rock in Rio-branded versions of Trident gum and the Volkswagen Gol, and a clothing line from local retailer Leader .