The World Cup is a huge event not only from a sports point of view but also in terms of marketing. It’s a global business run by FIFA year-round-even if most people only notice it every four years during the World Cup.

In 2014, FIFA expects to earn $4.5 billion from the 2014 World Cup in Brazil. Roughly 60 per cent of the money comes from sale of TV rights while other 40 per cent come from marketing and other licensing rights.

FIFA also has invested more than $27 million in “United Passions”-a French feature film about FIFA. The costs come out of the budget for this year’s tournament. CCTV’s Paulo Cabral has more on the profits FIFA makes.

Follow Paulo Cabral on Twitter @paulonumundo

FIFA scores big profits during tournament

There is one organization that is most certainly is raking in the cash: and that's FIFA And the World Cup is FIFA's time to shine. CCTV's Paulo Cabral has this report.