Footballers have been banned from wearing Beats headphones at the World Cup because they are not made by an official sponsor of the tournament.
According to news agency Reuters, technology giant Sony urged the governing body to ban players from wearing the distinctive headphones.
However, former Apple and Google marketing executive Ellen Petry Leanse said: "When fans see World Cup athletes wearing Beats in their downtime, by choice, it has as much impact as seeing them lace their Adidas [shoes] or sip a sponsored beverage.
"Maybe more, actually. Beats isn't a sponsor [of the World Cup], so the message is more authentic and credible."
Newly-signed Chelsea midfielder Cesc Fabregas recently starred in a television commercial for the brand, which was set up by rapper Dr Dre in 2006, and recently purchased by Apple for $3.2bn (£1.88bn).