Beats pits French and German rappers against each other ahead of World Cup clash

Beats has released a new World Cup ad especially for the first quarter-final match between France and Germany this evening (4 July).

The new spot follows the same theme as its original “Game Before The Game” ad, which featured a number of World Cup players including Robin van Persie, Luis Suarez and Cesc Fabregas. This time, however, it specifically shows French and German fans preparing for the match.

The ad also features a number of celebrities, including French rapper Black M, Olympic gold medallist Claudia Pechstein, German rapper MC Fitti and German singer Matteo. It was shot in a variety of locations throughout Paris and Berlin, including the rooftop of Universal Music, a Berlin recording studio and a graffiti store.

Beats is not a World Cup sponsor but is hoping to use the competition to highlights its association with football and raise awareness of the brand, in particular in Western Europe. The brand is a favourite of football players who are often seen arriving at games and appearing at post-match press conferences wearing Beats headphones.

Players have been banned from wearing the headphones in and around World Cup venues. However, that does not seem to have stopped World Cup stars including Brazilian footballer Neymar Jr from turning up to games sporting them.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here