Morning Drive

World Cup Gold Rush: Why Brands Are Betting on Fans Over Footballers

24 min · 10. juni 2026
episode World Cup Gold Rush: Why Brands Are Betting on Fans Over Footballers cover

Description

As the 2026 FIFA World Cup kicks off across North America, corporate sponsors are completely rewriting their PR playbooks. Tim Elliott discusses shifting marketing strategies with Pete Jacob, MD of Current Global MENAT, exploring why global brands are prioritising decentralised fan-led content and online culture over multi-million-pound athlete endorsements.

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