Why Fifa World Cup players are drowning in commercial red tape Sport Business Joshua Charalambous and Ellie Chakarto take a look at why this World Cup is restraining its stars A lot has been made about the star power at the Fifa Men’s World Cup – goals for Erling Haaland, Kylian Mbappe, Harry Kane and Lamine Yamal – and of course, Lionel Messi and Cristiano Ronaldo who both [...]
Unilever chief on how to activate 35 brands at the Fifa World Cup Sport Business With the World Cup a sponsor’s heaven, Matt Hardy asks Unilever how the FMCG behemoth activates 35 brands amid a need to be noticed. A number of the brand campaigns at this Fifa World Cup have been sublime, others have fallen a little flat. Activating at a tournament watched by billions across nearly 200 countries [...]