Brandchannel has rated brands' ambush marketing campaigns to tap into World Cup fever. Now, it's time to look at marketing efforts from FIFA's 2010 brand partners.

When it comes to official sponsors, FIFA is being more selective this year. This World Cup claims just six top-level brand partners, a steep drop from 15 in 2006.

The total value of its 2010 sponsorships reportedly tops $1.2 billion, with brands like Adidas and Visa forking over $350 million each and Sony ponying up $305 million for the honor. Meanwhile, Coca Cola says this is the brand's largest campaign ever.

This goal of this World Cup's crop of commercials? Outdo the 2006 Adidas ad, a true fan favorite. It captured the World Cup spirit, star power, humor, and futbol skills. It was everything a World Cup ad should be.

Here's how this year's ads from FIFA's official brand partners stack up, graded from 1-10:

ADIDAS: Star Wars - Adidas has the daunting challenge of outdoing its prior "Legends" ad, a hit at the 2006 Cup. Not only was it a fan favorite, it was measurably successful; Adidas saw a sales increase of 30% during the 2006 event. Its entry this cycle? A mash-up of the iconic Star Wars cantina scene and modern pop culture (with cameos including British soccer god David Beckham) is generating huge buzz. But after the neat-o stunt nature of the spot wears off, it's apparent that it's a bit of a missed opportunity.Continue reading...

BP's top cap appears to be working (but could "take years") as oil slick spreads and Obama slams BP on NBC's Today Show, pledges compensation for all.

Analysts agree with Steve Jobs that Apple's new iPhone features mark "biggest leap" since the original.

Google's got FIFA fever: search for World Cup, find soccer matches by nation (& scroll down to the footer).

Yahoo! signs David Beckham as its first global ambassador to help promote its World Cup coverage.Continue reading...

Besides unveiling the iPhone 4, Apple announced it will debut iAds on July 1st with more than $60 million in commitments from global brands including AT&T, Target and more.

PepsiCo announced PepsiCo10, a VC partnership with Highland Capital Partners to fund tech-based projects to enhance its brands.

President Obama's promises on BP monitoring criticized by public and press including NBC's Brian Williams.

Facebook's growth actually accelerated during last month's privacy flap.Continue reading...

Goldman Sachs, subpoenaed today by U.S. financial crisis panel, also reportedly preparing BP for the possibility of a takeover bid.

AT&T offers early upgrades ahead of new iPhone availability, raises eyebrows.

Chrysler recalls nearly 600,000 Jeep Wranglers and minivans.

Countrywide settles FTC charges for $108 million.

GM offers incentives on used vehicles.Continue reading...

BP shares jump on news it's capping 10,000+ barrels/day, though its (now $1.25B) cleanup may continue into 4th quarter and claims mount. Despite last week's ad with CEO Tony Hayward flopping, the company will release new ads as soon as this week. The White House, meanwhile, released its own spill update on Saturday.

Apple is expected to unveil the new iPhone at its developers conference today.

AT&T implements tiered pricing today; app makers worry usage will drop.

Yahoo integrates, introduces Facebook features.Continue reading...

Corona opens Roman hotel made with garbage as part of its Save the Beach project.

Obama took a swing at BP during Gulf spill site visit today, day 46, as oil begins to be siphoned.

Dow and P&G are close to signing on as 2012 London Olympics sponsors.

Apple is expected to unveil the new iPhone at Monday's WWDC event.

Chrsyler recalls Dodge Caliber over pedal concern.Continue reading...

It's been overlooked in the ongoing BP spill saga that the embattled oil giant is an official sponsor of the 2010 FIFA World Cup, donating "millions of litres of fuel" to support the month-long global soccer-fest.

The oil giant's "SA United" TV campaign is aimed at fans of the sport in the host nation, and has already won awards, for good reason.

The TV commercials, which pit teams of unlikely local soccer fans against each other, are quite funny, and you can't go wrong with Screamin' Jay Hawkins, either.

Let us know what you think – check them out after the jump.Continue reading...

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