Everywhere you look across the sports world, you see athletes wearing Beats headphones. Everywhere except at the World Cup in Brazil.
Due to a licensing deal with Sony, FIFA has banned Beats by Dre headphones from the pitch at the World Cup. Sony, the company with a marketing deal for the games, distributed free pairs of its own headphones. But, as Reuters notes, they don’t seem to have the same ubiquity as Beats.
Beats, which was just acquired by Apple for $3 billion, made a big impression at the London Olympics in 2012 when they sent free headphones to competing athletes, sidestepping sponsor, Panasonic. Athletes happily wore them. Since then, they’ve only become more popular.
At this point, trying to distance Beats from the World Cup is like trying to un-ring a bell. Beats are now tied to sports in the same way that an apparel company like Nike or a drink like Gatorade is.