The CMO Brief (@thecmobrief): "Most sponsors buy visibility. Few build experience. At the World Cup, fans don’t remember logos. They remember where they felt something. That’s the gap: Media buys create exposure. Environments create memory. The winners don’t sponsor events. They design worlds."

Most sponsors buy visibility.

Few build experience.

At the World Cup, fans don’t remember logos.

They remember where they felt something.

That’s the gap:

Media buys create exposure.

Environments create memory.

The winners don’t sponsor events.

They design worlds.

Most FIFA World Cup Sponsors Are Paying for a Logo Instead of Building a World

Mar 29

7:22 PM