Pepsi : “Reverence” [00:45]# World Cup Soccer players are confronted by different customs in the foreign countries in which they play. In Korea, for example, people don’t shake hands, they bow their heads to each other. The exposure to such new ways of doing things can be helpful on and off the field. Like when Brazilian football star Roberto Carlos is confronted with a human wall when taking a penalty kick. He politely bows to the opposing team. Bowing in return is polite, but not smart, if someone is trying to kick a ball past you and into the goal.