The Fifa World Cup draw begins the countdown for the biggest sporting event on the planet – but the tournament has been mired in controversy since Sepp Blatter announced Qatar as the host nation 12 years ago. This World Cup takes us into uncharted territory in more ways than one.
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Discussion Questions:
- What is a mega event?
- What makes the FIFA World Cup the biggest sporting event in the world?
- What is unique about this year’s event?
- What is sponsorship?
- Why do brands sponsor events like the FIFA World Cup?
- What risks are associated with sponsorship?
- What is sponsorship activation?
- How might brands sponsoring the Qatar World Cup approach activation strategies differently than previous World Cup events?
- How do you think consumers might perceive brands who sponsor this year’s event?