The World Cup is over, the Italian sirens have silenced down - especially since four of their top clubs were sentenced for fixing games in the Italian Championship. Half of the players in the World Cup final are looking for new employers right now. We don’t know yet how the FIFA will handle the famous head butt of the final.

I was in Germany for the final and enjoyed joining about 200 Italians in a small village in front of a “Gelateria”. They gathered and watched the game on a big screen. Lots of hugs and kisses once it was over;-)

I didn’t enjoy that they went on until 6AM and I couldn’t close an eye.

The World Cup exceeded my expectations in terms of its impact on Germany. I have never seen as many flags in this country. Everybody was proud to show some Black, Red and Yellow. But in a very friendly non-chauvinistic way. People were simply happy and celebrating and that was the most wonderful form of national pride I have ever experienced so far. If everyone wears their national colors like the Germans did this summer we will be in very good shape.

Now comes the summertime - that is traditionally the silly season for soccer. How about this headline from today: Wayne Rooney needs the sound of a vacuum cleaner or a hair blower to fall asleep. His girlfriends is ruining them by the dozens.

This is the time for conceptbakery to say bye bye to the World Cup. We were lovin’ it. But now it is back to business and we are actually dealing with online and guerilla marketing again. Beware of some non-sports postings coming up…