In the News
July 15th, 2026 // Little Black Book
How do people experience the FIFA World Cup? It’s not confined to watching 90-minutes of play, plus a few for extra time. It’s a sustained, all-encompassing flood that fills people’s lives – celebrations and rivalries, sweepstakes and watch parties, predictions and post-match analysis.
“Few events generate the same level of passion, nostalgia, and tribalism,” says Lloyd Abbott, client partner and publicity director at Exposure. That’s why, within it, he and others who specialise in experiential see tremendous opportunity to do some of their finest work. Spectators become participants actively looking to get swept up in the experience, and they’re open to brands helping that happen – in the right way.