Sony tried to block, but probably made Beats by Dre more official in the process.
We’ve seen countless athletes sport them around their neck and/or ears at numerous sporting events, but one place Beats by Dre won’t be seen is at the World Cup. Sony, an official sponsor for the event, has banned the headphones from World Cup stadiums, the sidelines and any media events the players take part in.
This comes only weeks after Beats by Dre released their “Game Before the Game” short film right before the World Cup started, starring Neymar Jr., Luis Suarez, Robin van Persie and Javier “Chicharito” Hernandez among others.
Sony… reacting.
Of course this doesn’t mean the players can’t wear them on their free time, but Sony is definitely using their strong-arm to make sure their product is placed for the time being. As you can assume, not many athletes are with that wave.
[Source]