The idea of record companies linking brands with bands is nothing new. The New Seekers' hit I'd Like to Teach the World to Sing was adapted from a song composed for a Coca-Cola ad in 1971, while T-Mobile sponsored the Rolling Stones' 'Licks' World Tour in 2003. However, sponsorship of this sort has never been tried on this scale before, prompting scepticism from experts. (Brand Republic)
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