Retail brands battle for World Cup share

The biggest brands in retail are battling for their share of the positive effects of marketing and advertising during this year's World Cup in Brazil. While Adidas Soccer is the official sponsor of the World Cup, Nike is trying to get its share of the market with commercials and social media.

Adidas earned three times as many online mentions as Nike during the week of May 24-30, but Nike's share of voice grew by 14 percent during the final week of May, according to data from AdWeek.

Meanwhile, McDonald's tapped young soccer stars from around the world for its World Cup commercials and Coca-Cola created 32 versions of its "The World is Ours" song for the event. Story