‘If the world only remembers our World Cup sponsorship, we've failed’: Lenovo’s Fifa play

CampaignApril 22, 2026Read original

Last updated Apr 22, 2026 by RSS Ingestion

Details

Jeff Shafer, Lenovo's global exec, on why the tech major doesn't treat FIFA as a media buy. Yes, it’s invested in the most valuable brand real estate on Earth but being just another logo on the pitch would miss the point.