What the World Cup can learn from challenger brands

July 2026

Celebrity cutaways. Music-led halftime moments. Branded ad breaks.

The 2026 World Cup is borrowing from the challenger-brand playbook, says our head of content, Paul Reid. In SportsPro's latest roundup on the World Cup's impact on the industry, Paul explores the shift, and the risk that comes with it.

Read the full piece on SportsPro.

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