1.2 billion impressions

That's what Adidas is said to have gotten in the US from the World Cup final, according to Nielsen Sports. All those impressions were on an audience of 6.2 million, which means 200 impressions per viewer -- feasible, since the Adidas logo was on the ball, on the French jerseys, the ref's clothing, and everywhere else.

And it doesn't hurt that everytime the infamous head-butt was replayed, there was the Adidas logo on Zidane's jersey.

Under a rundown of "how the Adidas apparel sponsorship became a success," Nielsen said: "The much talked about 'head butt' by France's star player Zinedine Zidane was shown repeatedly." That exposure continues with replays on Web sites, such as YouTube.