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Simon Chadwick, Professor of Sport and Geopolitical Economy, SKEMA Business School

World Cup 2022: how sponsorship has become less about selling drinks and more about geopolitics

World Cup Fifa 2022 World Cup 2022 Qatar Football Brewdog Jung Kook hummel
Spotlight on Qatar. Shutterstock/Nomi2626

The Fifa men’s World Cup 2022 in Qatar is arguably the most political in history.

Even during the seemingly innocuous performance of South Korean pop star Jung Kook at the tournament’s opening ceremony, geopolitics were centre stage. For Kook, 25, is not just a good looking young man with a global fan base and a multi-million dollar fortune. In addition, he has a lucrative endorsement deal with the South Korean car maker Hyundai-Kia, which also happens to be a major Fifa sponsor.

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