What does a small German town have to do with the World Cup?

What does the opening day fixture of Uruguay versus France have in common with a small cobblestoned medieval German town of just 22,000 people? Some of you will know the answer to this question immediately (clever clogs), but if so you know where this blog is going, and that it is worth sticking with for the next 700 or so words. Alternatively, if you don't know then prepare for a potted history into the business of football, literally!

In our quest to unlock the connection let us revisit 1920's Germany, and specifically the town of Herzogenaurach. In their mothers washroom a pair of brothers are busily struggling to get their new footwear business off the ground. The brothers (Rudolph and Adolf 'Adi' Dassler) are blissfully unaware that they are setting about shaping the commercial future of the sports world. Adi, the technician of the outfit, was obsessed with the shape and feel of the shoes, while Rudolph, the salesman, set about promoting the abilities of these shoes to the world - Gebrudar Dassler was born. Although on paper it seemed like the perfect combination, their relationship proved as combustible as Wayne Rooney on speed, and was ultimately doomed to failure. Disgruntled and angry, the brothers went their separate ways. Adi continued to manufacture in the existing factory that once held Gerbrdar Dassler, while Rudolph crossed over the river which split the town to set up a direct rival.

And that is the potted story of the birth of two of sports commercial Goliath's. I can imagine over the last paragraph the penny is starting to drop for most of you. 'Adi' dassler's craft and expertise pushed Adidas to the top of sport, while Rudolph's drive and passion helped Puma join them on that pedestal. Bitter and cynical the businesses have faced off for decades, splitting the Dassler family, and the entire town, in two.

Skip to Friday 11th June, 2010 and the most recent round of that rivalry will be played out in front of 64,100 people at Green Point, Cape Town. In the Puma corner, an abrasive Uruguayan outfit, in adidas' the flair and panache of the French. The battle will continue throughout "the biggest show on earth" as Puma and adidas indirectly battle for that million pound moment which could shape the short term success of the company. In 2006 Fabio Cannavaro lifted the famous trophy and with it ploughed millions onto the value of Puma, as he held aloft the Jules Rimet with the gold Puma adorning his chest - an image which went around the world (and came back again).

adidas will be hoping the likes of Iker Casillas (Spain), Javier Mascherano (Argentina) or Phillip Lahm (Germany) do their bit to take revenge, while Puma will once again be pinning their hopes on Mr Cannavaro (Italy) and his men, or even Didier Drogba (Ivory Coast) in what would be the World Cup's first African winner.

In a tournament designed to test national rivalry on the pitch, this is one rivalry which will shape the global commercial landscape of sport for the next four years!

And don't get me started on Nike...