Brands will be touting activism and web3 to unite 5 billion World Cup fans

The world has changed since the last World Cup, and widespread criticism of host country Qatar’s human rights record continues. Jon Goynshor of VMLY&R Commerce investigates how to approach this complex brand environment.
A lot has changed since the last Fifa World Cup, over four years ago in Russia, with everything from the Covid-19 pandemic to protests reshaping the landscape. Social justice and technology have accelerated in unprecedented ways.
Also new this year is that the 32-team