Suffice it to way that, at least from a marketing perspective, the 2022 World Cup in Qatar is off to an interesting start. In this special World Cup edition Danish sports business professional and soccer expert Kenneth Corsten breaks down the MANY stories that have already emerged, including the Budweiser fiasco, Danish equipment maker Hummels strategy for the tournament, and the potential long term damage to the FIFA brand and their many partnerships. Kenneth also reveals which Danish specialties he avoids at all costs and how many mermaids he’s seen, so there’s a little something for everyone.

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