Which brands are spending money to advertise during the World Cup?

This summer, one in three Americans is expected to tune in to the World Cup, prompting many brands to explore last-minute sponsorships, proximity-based marketing efforts and social media activations linked to the event. While official sponsorships come with a hefty price tag, brands can still find valuable opportunities throughout the host cities to capture a timely halo effect. Modern Retail spoke with media buying specialists to dig into these strategies.

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