The World Cup was first broadcast in color in 1970, and it was around this time that various individuals realized that a lot of money could be made from the game. FIFA president Joao Havelange, Adidas executive Horst Dassler (the son of company founder Adi Dassler), and Patrick Nally, an expert in sports branding and sponsorship, banded together and FIFA gained full control over TV rights and advertising. The World Cup was expanded to 24 teams and brought in $47 million when sponsorship was introduced. An aging Pele was lured out of retirement to play for the Warner Brothers-owned New York Cosmos. Prior to his arrival, attendances were low. After, their stadium was always full to capacity. This spurred other American clubs to sign aging superstars. It was in this decade, that football began to become a business, as a well as a sport.