UK Business

Wednesday, March 12, 2025 6:08:05 PM

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how sponsorship has become less about selling drinks and more about geopolitics

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

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...

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