Wali Khan
Jun 13, 2018

The unofficial route to World Cup glory

Winning through content creation: The case for not becoming an official FIFA World Cup partner.

The FIFA World Cup happens every four years and is one of the most watched events in the world. The Russia World Cup, starting Thursday, is expected to have 3.2 billion unique viewers. It’s a great opportunity for brands to gain visibility across the globe and associate with the top players and nations. 

However, FIFA has had trouble filling its partnership portfolio for this year’s tournament. There is concern from many brands about associating...

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