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Fortune
Fortune
Diane Brady

Unilever's big World Cup bet is all about building 'desire at scale'

Unilever World Cup Fortune Fifa
(Credit: Tullio Puglia - FIFA/FIFA via Getty Images)
  • In today’s CEO Daily: Unilever USA president on winning the social shelf, the digital shelf, and the physical shelf via the World Cup.
  • The big leadership story: An AI productivity push that backfired
  • The markets: Stocks crater as Trump declares the Iran ceasefire ‘over.’
  • Plus: All the news and watercooler chat from Fortune .

Good morning. About one-third of the estimated $8.9 billion in revenue that FIFA will collect from the 2026 World Cup comes from an ecosystem of official partners, sponsors and supporters. And that doesn’t include the billions that brands like Adidas, Coca-Cola, Visa, Qatar Airways, Lenovo, Hyundai-Kia, Aramco, AB InBev, Bank of America and Verizon will pay to supplement those efforts in what’s been described as one of the most complex marketing stages in the world.

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