Qatar 2022: How can brands navigate the most political World Cup ever?

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City AM

By Frank Dalleres While the location of this year’s Qatar 2022 World Cup makes it the most controversial yet, it is still a huge global moment that fans across the world will want to engage with, and brands be a part of. This is the first time a men’s football World Cup has been held in what is dubbed the “golden quarter” because it is the busiest of the year for advertising. And while it is expected to have a $2bn positive impact on ad spend, its presence in the run-up to Christmas means it will create more competition for media, higher prices and the need for bigger and more careful planning…

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