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David Cook, Senior Lecturer in Marketing, Nottingham Trent University

The Fifa men’s World Cup 2026 could be too big for its own good

Fifa World Cup Football
Nomi2626/Shutterstock

The Fifa men’s football World Cup is one of the most powerful brands in sport, attracting global attention with a simple formula of rarity, intensity and consequence.

Every four years, this high-stakes tournament feels distinct from everything else in the football calendar. So changing the format is a gamble.

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