To make the most of this heightened interest, Chinese social media platforms are doubling down on their World Cup content.
Sports marketing leaders say the last minute U-turn on Bud selling alcoholic beer at World Cup games has been blown out of proportion.
Media and comms figures have given a mixed reaction to comedian Joe Lycett apparently destroying £10,000 in cash in a protest against David Beckham’s involvement in the FIFA World Cup in Qatar.
The VP, marketing - South Asia, AB InBev, explains why he expects consumption to increase during the tournament, the recent foray into the whiskey category and more.
Between human rights violations, a corruption scandal and a global recession, the 2022 FIFA World Cup soccer tournament poses a tricky balancing act for advertisers.
Chinese brands are the biggest-spending sponsors at the 2022 Qatar World Cup. But with a tournament dogged by controversy, will it deliver the results brands are hoping for?
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins