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This story was first published by Digiday siblings Modern Retail and Glossy

From major splashy ad rollouts by Nike and Adidas to sponsorships by Anheuser-Busch and Coca-Cola, there is no shortage of brand collaborations for this summer’s FIFA World Cup.

But not all brands will pour millions of dollars into official sponsorships. Some smaller U.S. startups, like Crumbl Cookies and Olipop, are getting into the spirit of the World Cup with watch parties, soccer-themed products and more, taking advantage of their proximity to matches to get in on what will perhaps be the biggest cultural moment of the year. With millions of tourists descending on North America in the coming month, brand executives feel like they have to find a way into this moment.

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Reuters and Time are taking a new approach to bot blocking. Both publishers have recently started blocking all AI bots by default, and created whitelists of approved bots to access content on their sites.

It’s a strategy already adopted by publishers like People Inc. at the beginning of this year and The Atlantic at the end of last year. Reuters and Time made the decision to block bots by default last month.

“We saw that there was an imbalance between the value that publishers like Reuters provide and the value… that Reuters receives in kind, and so instead we went from a default allow-all to a default disallow all,” said Josh London, head of Reuters Professional, who oversees the direct-to-consumer and direct-to-professional businesses. “Our content costs money to create. It has significant value, and the access to it, we feel, must be earned.”

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