Of course, it's the all-encompassing nature of the competition that has driven much of the activity - after all who wouldn't be interested in winning tickets to matches in Japan?
The Commonwealth Games, although they are on our own doorstep, hold less cachet for brands, especially those seeking a global audience. Yet sponsors are lined up, and there is some activity in the offing no doubt.
But it's the Jubilee that comes woefully low down the list of events brands want to link with. The souvenir industry won't suffer; a trip to the gift shops of any of the royal residence is testament to that. But it would be safe to say that promotional premiums are likely to be few and far between, if any at all. According to those who remember, there was a time when royal anniversaries were really commemorated. Silver Jubilee veterans will recall the free mug, coin, spoon giveaways, pack offers, not to mention the street parties.
Perhaps this year is different because the battle for budgets has been keener. The big brands are choosing the World Cup or, those with less money, the Commonwealth Games. But even in spite of this, the Royals have just possibly lost their lustre, summer concert or no.
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