With Fifa confirming that the Qatar 2022 World Cup will be played from 21 November until 18 December brands are now faced with some serious commercial decisions over which event – football or Christmas – will prove to be the biggest sales driver of their products as traditional seasonal plans are disrupted.
The decision to host a winter World Cup, designed to dodge Qatar’s blistering summer heat, kicks up a new dilemma for brands over whether to forgo a Christmas campaign to focus on football for the period, despite both events being highly significant when it comes to driving sales uplift.
Source: The Drum
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