We want the sales, but we don't want to pay for the sponsorship

FIFA Women's World Cup "Marketing Affiliates"
(Source: http://www.fifa.com/womensworldcup/organisation/partners/) 

SportChek advertisement (June 6, 2015)
(Source: http://http://www.theweathernetwork.com/) 

The FIFA Women's World Cup started today, Saturday June 6, 2015. Like most major sporting events, if brands want to use the name and logo of the event, they need to sign on as a sponsor.

But if you don't want to pay for sponsorship you can try a bit of guerilla marketing. And that is what SportChek is doing. There is no way that the text on this advertisement could refer to anything other that the Women's World Cup. But by not using the words "World", "Women's", "Football", or "Soccer" SportChek avoids having to pay FIFA, while the consumers will still make the association with the event.

SportChek wins and women's football loses.