The Real World Cup Marketing Opportunity Is Hiding in Plain Sight

Most brands focus on the matches. The savviest marketers pay attention to everything happening before, after, and around them.

Mexico fans celebrate in Mexico City; Scotland fans play the bagpipes outside of Boston City Hall; an England fan poses with a donkey at Billy Bob’s Texas, the world’s largest honky-tonk, in Dallas, Texas. Photo: Getty Images

Every time a major cultural event rolls around, brands start circling. The emails go out. The decks get made. Someone inevitably starts talking about........

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