Brands are clamouring to associate themselves with the cash cow that is the 2010 South African World Cup.
South African drinks and major global players alike are hoping to score when the tournament kicks off next June, and many are already launching World Cup initiatives.
Wines of South Africa (WoSA) has come up with a football-inspired logo for use during 2010. Approved by FIFA, It will be available to producers, importers, retailers and pubs, at no cost, to support South African wine promotion.
Applicants have to sign a contract guiding usage and WoSA will release the artwork. Any pub or other business looking to use the logo should contact WoSA via email address jo@winesofsa.com.
Drinks company Distell has plans for South African brands Savanna cider, Nederburg wine and Amarula Cream liqueur.
Savanna marketing manager Anthony Mills said: "We are already talking to pub groups, bar operators and others to develop specific plans to support their outlets. This summer we made our biggest investment to date and enjoyed considerable success through a range of mechanics and more of the same.
"Amarula Cream and Nederburg are official FIFA licensed products and some activity across the brands is possible if that works for the pub outlets."
Coca Cola Enterprises is running promotions allowing drinkers to get up close and personal with the World Cup trophy as the prize makes a world tour sponsored by the cola brand.