The Russia World Cup: A brand risk or a unique opportunity?

Just 50 days out from one of the world’s biggest sporting events, brands still appear reluctant to get on board as FIFA World Cup sponsors or sound the whistle on their campaigns.
Ahead of the World Cup in Brazil in 2014, sponsors were touting their campaigns months in advance, signing up the stars of the game and getting their messages ready for the tournament. But this year, just weeks out from the start, few sponsors have started talking about their plans, with most brands telling Marke