Over the next month the world's normal activities will grind to a halt as attention turns to the FIFA World Cup, a once-every-four-years soccer tournament that dwarfs events like the Super Bowl or the MLB World Series in global popularity. While the 2018 Super Bowl drew in a reported 103.4 million viewers, the Fédération Internationale de Football Association (FIFA) says more than a billion people watched at least part of the final 2014 World Cup match.
For global marketers vying for attention in a fragmented media landscape, the 2018 FIFA World Cup in Russia seems like...