Football giants such as Italy and England struggled against smaller nations like Slovakia or Slovenia. As a result these less well-known countries have enjoyed a form of country branding that money alone cannot buy. In an interview with Deutsche Welle's Inside Europe John Gladwin, co-founder of AAB's sports branding company Inmotion Sport, explains just how great an impact events such as the World Cup can have on smaller European nations.  To listen to the interview, click here