This is the story of the visionary who invented sports marketing. His name was Hans Henningsen. It was 1970 when he proposed a publicity stunt to Pelé that would change football forever. At the World Cup in Mexico, Pelé delayed the kick-off of a match to tie his boots. The cameras captured the moment and millions of viewers around the world saw the brand worn by the best player in the world on their televisions. He was followed by Maradona and many others who have had and continue to have an advertising element on their feet that is invaluable.