The official sponsors bought the perimeter while the banned brands got the conversation.

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This flip has become the real story of the tournament so far, an own goal FIFA scored on behalf of the people who paid it the most.

The Levi's Stadium tape and the blacked-out Heinz bottle turned Heinz into a character in a story people enjoy telling, the one where someone spots the daft rule and managed to slip round it, and Heinz had the wit to play the part and turn a covered logo into a product drop.

This decision gave them residue rather than just reach, the thing that stays with us long after the spend has........

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