The 2026 Fifa World Cup, one of the biggest sporting events globally, is on the horizon. But for fans here in the Middle East, this year’s experience of the tournament taking place in USA, Canada and Mexico, will be dramatically different to that of the 2022 games, hosted on their doorstep. The fight for consumer attention will be fierce, and for most brands, the tournament’s new context presents a challenge: the distance, the time zones, the disconnect.
For the innovative and the bold, it’s an extraordinary opportunity.
While many brands will be investing in generic global ads that feel distant and disconnected, we believe the winning strategy is to do something different. It’s about
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