How does the World Cup affect markets?

History suggests the next year should be positive for host Brazil's market, but trading volumes will likely drop as investors turn into fans.

The 2014 World Cup has kicked off with much fanfare as the host nation Brazil took out the first match of the tournament with a 3-1 win over Croatia.

It’s a marketer’s dream; 30 days of high intensity advertising -- FIFA itself estimates the 2014 tournament will break the record for the most watched event in history and will surpass the 2010 tournament viewers (approx. 3.2 billion).

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