Future of Marketing Briefing: What World Cup breakout stars Haaland and Zlatan can teach marketers about sports stardom

When Erling Haaland left the pitch in the 105th minute of Norway’s quarter-final clash with England on July 11, it marked the end of a charmed World Cup run, not just for the Manchester City striker but for his brand sponsors also.

“He has been so exciting during this tournament,” said Andrea Fairchild, svp of global sponsorship strategy at Visa.

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Walmart reveals soccer fans’ World Cup shopping habits

This story was first published by Digiday sibling ModernRetail

Data is starting to trickle in about how consumers’ shopping habits shifted during the World Cup.

A new study from Walmart shows how its soccer-watching consumers planned to grocery shop during the World Cup, from how much they would spend to what kind of snacks they would buy — and the company has seen some of these results validated over the course of the tournament.

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