If you go to see a movie in London, previews are not the only thing to come before the feature presentation- there are commercials too (For a North American, this is totally different). I saw the following commercial for Adidas in a London movie theater- it is definitely one of my favorite commercials!

Since soccer or futbol is so much more popular in Europe than in the US, I think that the European advertising industry sparks a greater interest for sports companies like Adidas, hence the investment in this commercial. Thank goodness some folks appreciate the sport because this commercial is great!