It is The People's Game - what Pele refers to as "jogo bonito" or "the beautiful game" - and it is by a wide margin the World's most popular sport. Its interest and significance from the fans' standpoint rivals even the most essential needs of humankind.

The saying in South America is that the people's priorities are Family, Food and Religion, except during Futbol season when the priorities shift to Futbol, Family, Food and Religion

Over 1.5 billion people watched the 2002 FIFA World Cup Final in Yokohama. That awesome number represents 1 out of 4 people on the face of the Earth.

Given the universal, international and massive interest in this beautiful game, it is quite easy to understand why so many corporations and organizations desire to leverage their products and messages using the sport of soccer as the fulcrum.