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The World Cup won’t make American brands feel local
By François Bazini2026-06-18T08:59:00
The 2026 World Cup will tempt US brands to go global – but visibility and adoption are not the same thing, says François Bazini, former CMO at Suntory Beverage & Food Europe
The 2026 Fifa World Cup will give American food and beverage brands a stage most marketers would kill for: a global audience, a North American backdrop and a cultural moment built around mass participation.
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