The World Cup poster becomes a defining image for the tournament and its era – getting it right is a fine art. Back in 1998 our team of researchers unearthed a few early drafts that didn't quite make it
The USA 94 marketing men realised that to sell the game to the mass of Americans they had to find an image that was recognisable to the majority of the population. Hence 'Wrongway Round Baseball Cap Wearing Teenage Lardass' was born. It could have been a huge success, but US government officials objected, claiming that the image bore an unflattering resemblance to President Clinton, so it was replaced by that strange dog mascot that nobody liked. Shame.