An article in the Guardian looks at how brands like Nike, Asda and Coca-Cola are being forced to rethink their promotional strategies now that English soccer star Wayne Rooney is likely to be sidelined for the duration of the World Cup due to a foot injury.

A range of companies, also including games giant Electronic Arts, have advertising campaigns and sponsorship deals with Rooney – worth as much as £8m a year – who was widely expected to be a brand winner as one of the stars at the 2006 World Cup in Germany, which starts next month.

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