Tag: world

World Cup tests marketers’ ability to prove value of sponsorships

Nila Kartika Wati

This audio is auto-generated. Please let us know if you have feedback. The following is a guest piece written by Nicole Greene, vice president analyst in the Gartner Marketing Practice. Opinions are the author’s own. The 2026 FIFA World Cup will be one of the biggest brand marketing opportunities in years. It will also test something more fundamental: whether marketers can still earn attention at scale and prove the value of sponsorships. For years, the industry has leaned into digital channels and personalization to drive relevance. The assumption was that better targeting…

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Foreign Fans Are Skipping the World Cup. Sponsors Aren’t Worried.

Asro

The future of brands gets decided here. Join the industry’s top marketers at Brandweek for the ideas, insights, and connections shaping what’s next. Get your ticket. Last month, President Trump was surprised to learn that a basic ticket for the World Cup cost $1,000. “If people from Queens and Brooklyn and all of the people that love Donald Trump can’t go, I would be disappointed,†the president told the New York Post. “I would like to be able to have the people that voted for me to be able to…

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TikTok launches TikTok Pro Events, an app for cultural moments like the FIFA World Cup

Dwi Wanna

TikTok announced on Wednesday that it’s launching a new stand-alone app in the U.S. dedicated to cultural milestones like the upcoming FIFA World Cup. The new app, called TikTok Pro Events, allows users to engage with other fans, explore trending videos, and access curated creator feeds. Users aged 18 and above can earn “Stars,†which can be redeemed for exclusive benefits, by completing fan-focused activities within the app, such as searching for trending hashtags, visiting the FIFA World Cup hub, and sharing content. These exclusive benefits include official FIFA World…

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